Designer Massimo Giorgetti is on a quest to drive MSGM outside of the “print brand” trap that many brands fall into. MSGM was born from the synergy between the man made and brazen aspect of fashion. This pulsating youthfulness at it’s core drives each collection, especially the Spring Summer offering — the varsity inspired designs of this season symbolises that youthfulness. During the runway show Giorgetti described, to the backtrack of subculture kings The Strokes, how the collection is “ a moment of energy”. He went on further to say how he “wanted it to feel like you’d just come out from a rave, euphoric!”. With stone-washed denims and witty slogan t-shirts, the 90’s have definitely returned. Despite having an unwarranted reputation of the avant garde, Giorgetti actually makes clothes for those who prefer fuss free basics, with a strong sense of the everyday the collection at it’s core has t-shirts, vests and jeans. Shop Italy’s most exciting brand now at Hervia.com.