26 July 2016 10:00:00
MA.Strum: serving the future
A young brand that creates high-tech items on the basis of brilliant designer ideas
History of MA.Strum started not so long ago but the brand has already become famous worldwide. In the year 2008 designer Donrad Duncan, who was a creative director in Victorinox before, founded the brand MA.Strum in cooperation with workshop of renowned Massimo Osti’s family.
Inspired by innovative approach of using different types of fabrics and military uniform – the symbol of absolute courage, Donrad Duncan decided to go on with revolution in the world of men’s fashion that Massimo Osti started. He was carrying on negotiations with Lorenzo – Osti’s son and the actual head of the workshop. As a result, Duncan gained access to Massimo’s archives – the place where experimental fabric samples, sketches, notations, garments and other countless treasures are kept. This gave the founder of the brand a base for inculcation his own innovative technologies and clothing lines.
The brand focuses on the design of contemporary wares that champion material innovation and true utility value. The work is characterized by a deft marriage of form and function, influenced by the study of military, sportswear and performance clothing. The main ideas are hidden in the name: abbreviation «MA» means «Master of Arts» and «Strum» interprets as rhythm, life and music. Designs arrive following great research and development; the fruits of a considerate approach to problem solving, one that addresses how the wearer engages with and is protected by their garment. Every design, style and fabric used has been drawn from the archive, and offers some very interesting designs and ideas in a collection that is ever expanding season by season.
MA.Strum presented first collection of Fall 2009 outerwear to retailers and the media during menswear week in Florence. It received a lot of ambiguous responses but this fact didn’t stop the designer. A few months later MA.Strum celebrated retail launch in U.K. at Harrods London. And in the following year it expanded distribution into Italy, Benelux, and Japan. In the same year the brand entered agreements with distributors in Germany, France, and Spain for fall collection. In 2011 MA.Strum exhibits the Spring 2012 collection at Pitti Uomo Menswear show in Florence, Italy, successfully placing products with retailers in 14 countries. In April 2014 CEO John Sharp acquires 100% of the MA.Strum brand, formerly holding a 50% stake in the business. With this move John introduces an entirely new creative staff and expands UK headquarters to house his growing team. After that the first dual brand store in London was opened – a space is shared with Boneville (a new-born brand of Massimo Osti). Today MA.Strum produces outer clothing, denim, sweaters, shirts, knitted pants and shorts. White Label line deserves special attention: it contains garments with some recent developments of the brand.
The brand’s founders promise that the use of natural fibers in clothing production will reach an entirely new level in the near future. However, synthetic fabrics will get some new features as well: «If you think that it will come to nothing more than watertightness and colour changing depending on the temperature – well… you know nothing» – says the creative team. Without doubt MA.Strum will become one of the brands that will change the whole idea of future clothing.
Check all MA.Strum assortment in our store.