MSGM is an Italian brand, founded in 2009 by Massimo Giorgetti, who was able to combine Italian tailoring and streetwear elements.

SS 2017 collection.

Massimo Giorgetti: the soul of MSGM

Massimo Giorgetti was born in Longiano, in Emilia Romagna, where he spent his childhood among embroideries that his uncles applied on sweatshirts and t-shirts for many brands, including Best Company and Iceberg. He studied accounting, but his passion for fashion pushed him to enter the fashion system.

So, in 1997, once he finished his studies, he found a job in one of the most beautiful shops in the Adriatic coast. Therefore he was able to approach new brands and observe the needs of the final customers: it was a vitally important experience for him, a school of fashion. In the early 2000s, his taste and intuition allowed him to get noticed in the environment, becoming stylistic consultant for several companies.

Massimo Giorgetti.

The birth of MSGM

In 2009, combining his studies, his creativity and his experience, he decided to found his brand, supported by three friends: two left the project while one, Riccardo Grassi, became the sales manager. Then Massimo Giorgetti asked Antonia, an historic Milanese boutique with an eye for luxury streetwear, to present his collection inside the store.

The positive feedback he received, which made the store be emptied of the items on sale, also thanks to an artistic performance by Massimo Giorgetti in person, who live customized items acquired by his clients, decreed the success of the brand.

The first collection

The Paoloni company, based in Appignano, believed in the project and supported the brand, giving life to the first SS 2010 collection: proposals focused on menswear, from sweatshirts to t-shirts, to which 8 womenswear pieces were added. A combination of sartorial tradition and contemporary style, Made in Italy and streetwear elements.

In 2010 Vogue Talents identified Giorgetti as one of the most promising Italian fashion designers; in the same year, he was a finalist in the Who is on next? contest, organized by AltaRoma. Three years later, in the heart of Brera district, the first flagship store of the brand was inaugurated. 2013 was also the year when the fashion designer presented his first accessories collection, at Pitti Uomo.

In 2015 Giorgetti was called to the Creative Direction of Emilio Pucci, where he was able to experiment by carefully handling the heritage of the historic brand. The experience ended two years later, which Giorgetti dedicated himself exclusively to his brand after.

MSMG and art

The soul of MSGM is nourished by art and music: Massimo Giorgetti is an insatiable collector and art-lover in general, with an eye for contemporary and Pop Art. His goal is to translate artistic currents, or single works of art, into fabric works. This mix of arts gives life to a colourful, youthful and recognizable style. As a consequence, several collaborations with the world of art were born: from Cattelan to PierPaolo Ferrari, from Nico Vascellari and Henry Hussey to Toilet Paper.

MSGM x Toilet Paper.

But Massimo Giorgetti also had a passion for music, which made him open, in 2017, an official Spotify channel for the brand.

Ten years of MSGM

The tenth anniversary of the brand is preceded by a partial transfer: in 2018, indeed, Style Capital, a Private Equity fund, acquired 32 % of the brand; the remaining part is divided between Massimo Giorgetti (19 %) and Manifattura Paoloni (49 %). The aim of the operation is to strengthen MSGM international distribution and to expand the mono brand network.

In 2019 MSGM celebrated its ten-year anniversary with a show at Pitti Uomo, a new boutique and an expansion project in Asia. For the occasion, MSGM 10! was published: it was an official monograph which traced the history of the brand, thanks to a non-linear approach which included images and free associations.

Interior of MSGM 10! monograph.


During the years, MSGM collaborated with many fashion companies: in 2020 Massimo Girogetti realized a capsule collection with Cult, footwear brand with a rock identity, and garnished its combat boots and its derbies with metallic points and colors which varies from white to red and black.

In 2021 it was the time of the collaboration with Polaroid: two glasses, coming from the archive of the eyewear brand, were revisited in a pop key by the creativity of the fashion designer, which was inspired by mirrored lenses of the ’80s.

In 2021 he also collaborated with Fila: MSGM revisited some items for the Paris Grand Slam, giving them color and irreverence which mark the brand and also leaving space for tie-dye patterns.

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Viale Piceno 17, 20129, Milano (MI), Italy

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