Massimo Giorgetti builds the MSGM SS26 men’s collection, titled I Feel The Rush, around the visceral rhythm of bike life. The bicycle becomes more than a means of transport, it serves as a visual and emotional code. The pieces reflect the push of adrenaline, the quiet of open roads, and the moment when muscle, sun, and dirt shape the rider’s sense of self. The collection’s title signals this intention clearly.
Giorgetti doesn’t imagine this energy from afar. He records it. iPhone snapshots taken during actual rides become prints, glimpses of mountains, open sky, and fleeting surfaces translated directly onto shirts, shorts, and outerwear. Among these pieces, the iconic Maglia Rosa and Maglia Gialla nod to the greats of competitive cycling while fitting into the rhythm of MSGM’s visual language. Each garment becomes both physical wear and recorded memory.
Traditional structure doesn’t hold up under speed, so Giorgetti lets it go. Tailoring in this collection leans toward disruption. Shirts resemble mesh. Proportions shift to allow room for action. The technical meshes, bleached knits, and perforated surfaces suit movement rather than stillness. Cordura fabric carries the look of surfaces altered by use, exposed to pavement, weather, and sweat.
Denim arrives treated, as if scraped by pedals and grounded in grass. Washes carry the color of dry soil. Grass stains and sun-bleached finishes dominate the palette, which avoids high-gloss color in favor of natural, desaturated tones. These aren’t athletic neons, they’re earthbound, sunburned, and worn in. Every surface feels handled.
Giorgetti steps beyond fashion’s usual narrative by selecting the riders of Collective 24.7 Fastlife, real bikers from Milan, as protagonists in the presentation. Their movement and muscle add weight to the clothes, showing them not as costume but as a second skin under pressure. The collection becomes real through their speed and stance.
To frame the launch, MSGM partners with Milan-based Fosbury, an architectural collective that reshapes the brand’s flagship store into a stripped-down zone. All decorative elements disappear. Industrial materials take over.
