Masu unveiled its Fall-Winter 2026 collection, titled “Sugar Riot,” which questions the human-made codes that dictate how clothing should be worn. Drawing inspiration from a childhood memory of dressing like a rock star in his grandmother’s closet, the designer seeks to reclaim a sense of freedom that is currently eroded by algorithmic control and hierarchical pressure. The collection serves as a “gentle, sweet riot,” untangling rigid customs and deconstructing clichés to suggest that fashion should be inherently freer and more open.

The garments feature strategic shifts in context and structural subversions, such as argyle sweaters with missing hems and formal floral-embroidered suits transformed into spiky zip-up blousons. Traditional materials meet a faded color palette of denim blues, preppy yellows, and complex velvet hues. Notable details include five-colored clover-shaped buttons blooming on herringbone tweed jackets and leather pieces designed to cradle the wearer’s favorite comic books. New accessory additions include the “truffle bag” and a single-piece leather “whip bag”.

The presentation of the AW26 collection first took place on December 28, 2025, at “MASU BOYS LAND” in Tokyo. One thousand fans, known as “MASU BOYS,” witnessed a portion of the collection in an environment intended to emphasize the tangible, analog, and experiential allure of fashion. By affirming the secret feelings individuals harbor in solitude, Masu continues to cultivate a community that values personal perspective over defined social codes.