This brand is not only synonymous with apparel; I can recognize what MSGM is or is not from the energy it spreads. In 2009, Massimo Giorgetti and the Paoloni group partner up to launch the first MSGM collection. Giorgetti is initially working with three friends that, however, will soon abandon the project: the brand’s name, which takes inspiration from indie band MGMT, is also an acronym composed of their initials. Colors. Patterns. Details. Shapes. Contaminations from the urban and sportswear worlds, Italian style with an international twist. This is MSGM: four letters, a clear and strong message. A free spirit with a vocation for anything that is current and immediate, a kaleidoscope of colors, shapes and lines that inexorably captures the public's attention.