MASU" has been rebranded and reborn by designer Shinpei Goto. MASU" considers the advantages and disadvantages of a fixed type of clothing, and places emphasis on giving it a modern air while respecting the type and traditions of the past. The concept is "MASU / PRODUCT," referring to new mass-produced products created by redefining elements that have clear fixed concepts. The brand name is derived from "~masu" used in the Japanese honorific language. Like the word "masu," which is used most often in daily life but never loses its value, the brand proposes items and styles that never lose their value to people who love clothes.