BRAND
Massimo Osti Studio is a premium sportswear brand built on the cultural and design legacy of revolutionary Italian designer Massimo Osti.
The Studio aims to be an 'open brand', inspired by the collaborative spirit of the 15th century Renaissance studios, where the 'hand of the master' was passed down through generations. At Massimo Osti Studio, many hands connect to Osti's legacy, honouring his work and picking up where he left off.
Building on Osti's experiments from the ‘70s, the Studio places sperimentazione - a human-centred, iterative approach to trial and error - at the heart of its work, rather than strict scientific methodology. This approach pushes industrial research to its limits, always prioritizing functionality over trends.
In line with Osti's philosophy of 'thinking of clothes in terms of years rather than seasons', Massimo Osti Studio introduces specific product releases, called Chapters, which represent the most radical expression of its research and development. These are complemented by Continuative Garments, a set of timeless staples inspired by Osti's wardrobe.
HISTORY
Massimo Osti entered the fashion world as a graphic designer, not a traditional stilista. His most common working tools were a small black notebook, in which he wrote his ideas, and a photocopier, used to copy, cut and paste pieces of clothing. This was how all his creations and visions took shape.
Through tireless innovation, Osti transformed the textile industry, experimenting with garment dyeing, creating new materials, and blending military wear, workwear, and sportswear. He redefined these garments, removing them from their original purpose to explore a new aesthetic and concept of beauty.
‘Innovation, research, and experimentation are the common denominators of the work of Massimo Osti, designer who, at the end of the ‘70s, changed the rules of fashion, travelling along unknown roads in then classic world of fabrics, inventing for himself the material mixes of the future and becoming the first to discover the fabrics of ‘today’. Fashion has never been the same since him and we all wear clothing that contains something of which he had already thought.’
-Franca Sozzani
ARCHIVE
Located in the heart of Bologna’s city centre, the Massimo Osti Archive represents his physical portfolio, the synthesis of his creative journey, and his testimony to new generations of designers.
Spanning 300 square meters, the Archive houses over 5,000 pieces, including military-inspired hoods, pockets, and details, ‘60s space suits, the seasonal ‘fisarmoniche’ used to communicate with the prototyping department (materials, treatments, and washes), and collaborations with automotive excellence.
“When I start scribbling the first sketches for a season I always ask myself: but where from do I start? Then I go upstairs, I rummage through my archive and I always find a leading hint, the leitmotif...”
-Massimo Osti