“Yellow by TAKAHISA MASUDA”

by Vero, posted in News, Press, STARTO

The Origin of a Passion

In the Japanese entertainment landscape, few artists manage to transcend the boundaries of their own discipline with the natural grace and respect that Takahisa Masuda has commanded. As a member of the iconic group NEWS and unanimously recognized as one of the ultimate style icons within the Japanese music industry, Massu has finally taken the step his followers and textile design enthusiasts have long been anticipating. Backed by the strategic and technical expertise of the fashion e-commerce platform ZOZOTOWN and LINE Yahoo! Japan Corporation, the artist has officially unveiled his first unisex and independent fashion brand: “Yellow by TAKAHISA MASUDA.” Conceived not as a mere temporary merchandise line but as a fashion brand with a distinct corporate identity, it debuted before the media at an exclusive launch event which took place in Tokyo on the 29th May, marking the commencement of pre-orders; The brand features 16 original pieces that embody Massu‘s fashion vision, designed to be effortlessly integrated into everyday wear, each ones comes in two sizes: size “7”, which features the signature oversized “Masuda fit“, and size “4” (ladies’ size), a standard size perfect for daily use. Furthermore, the LINE mini-app game “Run!! Nekomasu,” currently available, will add new clothing items based on the brand’s products starting May 29th, and LINE stickers featuring the character “Nekomasu” wearing some of the brand’s products will go on sale from June 2nd.

During the press conference, Massu enthusiastically revealed the emotional and aesthetic pillars that shape this new textile universe. The choice of the brand name, as explained by the idol himself, stems from a lifelong connection to his favorite color—a hue that to him evokes vitality, warmth, and a distinct flair in daily wear. Reflecting on his earliest encounters with fashion, the artist shared a heartwarming family anecdote that permanently defined his vision of urban style: “My parents loved clothes, and I inherited garments that my father used to wear. My mother gave me a worn-out Champion sweatshirt and a pair of chino pants. My mother was tall back then, so the clothes were loose and oversized, and when I tried them on, I thought, ‘This is it!’. I absolutely loved the fit and the texture of the fabric, and that was what sparked my interest in fashion.” That instant infatuation with oversized clothing marked the birth of what his fans today popularly refer to in Japan as the “Masuda size” (Masuda fit), a geometry of roomy patterns and heavily textured fabrics that lies at the core of this debut collection.

Functional Innovation and the “Masuda Fit”: Analyzing the Debut Collection

The inaugural collection of “Yellow by TAKAHISA MASUDA” is characterized by a meticulous fusion of utilitarian functionality and the avant-garde aesthetics of contemporary streetwear. One of the central pieces of the collection, which captured everyone’s attention during the presentation runway, is a versatile military-inspired jumpsuit based on the classic MA-1 bomber jacket. This design, conceived entirely from a conceptual sketch drawn by Massu himself, stands out due to its hybrid transformation capability. The garment can be worn casually as an unbuttoned, loose jacket draping over the body, or buttoned up completely to create a structured, compact silhouette designed to protect against weather changes. Through this, the designer aims to ensure that the pieces in his catalog are not rigid garments, but dynamic tools that effortlessly adapt to the wearer’s daily schedule.

Attention to practical details is another signature stamp Massu has impressed upon his creations, mirroring his own lifestyle and daily habits. Well-known in the entertainment industry for his aversion to carrying bags, wallets, or backpacks during his urban travels, the singer devised an ingenious system of modular and detachable pockets for the collection. Utilizing discrete, high-strength hook-and-loop fasteners (velcro), the wearer has total freedom to strip the garment of any compartments to achieve a clean, minimalist line, or customize it by strategically adding separately pocket attachments. This versatility turns the clothing into a functional extension of the human body, responding to a real-world storage need without compromising aesthetic balance or freedom of movement.

The Creative Process and a Unique Runway Featuring ZOZOTOWN’s Identity

The birth of “Yellow by TAKAHISA MASUDA” was neither an accidental nor a superficial process; on the contrary, it required months of rigorous planning and technical discussions documented through a series of special videos shared by the e-commerce platform on its official channels. In these audiovisual records, viewers can appreciate Massu’s exceptionally high standards. He jokingly admitted at the press conference that he might have been considered a “somewhat difficult and overly meticulous client” by the pattern-making and manufacturing teams. From the initial conceptual meetings to the millimeter-by-millimeter inspection of the first samples, the artist insisted on adjusting the fabric drape, material density, and seam proportions to guarantee that the final loose effect would not result in a loss of structure, but rather in an impeccable urban sophistication.

The climax of the presentation event beautifully reflected the community-oriented and honest philosophy of the project. Instead of relying on professional international runway models, Massu made the firm decision that the six individuals tasked with showcasing his garments to the press would be actual employees of the ZOZOTOWN corporation. This choice aimed to infuse the runway show with a sense of approachable authenticity, allowing the media and the general public to witness how the “Masuda size” silhouettes naturally adapt to diverse, everyday body shapes. When the workers stepped onto the stage, the singer did not hide his mix of pride and bashfulness, openly joking with them and directly asking if the clothes were genuinely comfortable for day-to-day wear. The e-commerce firm’s employees enthusiastically vouched for the ultimate comfort of the designs, cementing the success of a collection born out of pure empathy.

Fraternal Support within NEWS: Shipping All Items to Koyama and Shige

Predictably, this major career milestone has not gone unnoticed by Massu’s closest circle, particularly his long-time NEWS mates, Keiichiro Koyama and Shigeaki Kato. During the Q&A session with music journalists, the artist revealed with a knowing smile that he has already firmly resolved to send the complete collection, in every single size and color variation, to his two historic stage companions. Regarding the launch, Massu revealed the background: “I had been offered clothing brands before, but I didn’t feel confident enough, so I turned them down. This time, the timing was right, and the fact that they approached me felt like a great achievement, so I thought I could finally do it now and decided to give it a try“. With the humor and familiarity that characterize the group’s more than twenty-year history, Massu confidently stated that the garments will look “absolutely perfect” on them and that he is eager to see them wear his designs both in their private lives and during promotional activities. He also explained the difference between live performance costumes and everyday clothing like the ones he announced, saying: “Normally, I create things with the hope that the members will shine even brighter, but with everyday clothes, it’s all about comfort. Comfort is not a consideration for live performances. It is about the silhouette and the kind of image we want the audience to see.” This gesture highlights the deep-rooted internal cohesion of the pop group, where individual endeavors are unanimously celebrated and backed as shared victories.

The commercial window for this exclusive collection is now officially open to the public. Pre-orders are being managed on a strictly centralized basis through a dedicated landing page set up on the ZOZOTOWN digital platform, with the reservation window scheduled to run until the first weeks of June. Given the massive wave of excitement generated across social media platforms and the artist’s immense fanbase, the most iconic pieces are projected to reach manufacturing capacity limits in record time. With this launch, Takahisa Masuda not only materializes a personal dream nurtured since childhood but also redefines the standards of collaborations between the entertainment industry and the fashion sector in Japan, proving that true fashion is not imposed, but rather shared through passion and conscious design.

(From top left)
MA-1 ROMPERS (2 colors): ¥49,500 (tax included)
MILITARY ROMPERS (3 colors): ¥46,200 (tax included)
HOOK & LOOP – SWEAT (4 colors): ¥8,800 (tax included)
HOOK & LOOP – SWEAT SHORT PANTS (4 colors): ¥8,800 (tax included)
HOOK & LOOP – ZIP HOODIE (4 colors): ¥12,100 (tax included)
HOOK & LOOP – SWEAT PANTS (4 colors): ¥10,450 (tax included)

(From top left)
HOOK & LOOP – T-SHIRT (4 colors): ¥7,150 (tax included)
HOOK & LOOP – LONG SLEEVE T-SHIRT (4 colors): ¥8,800 (tax included)
HOOK & LOOP – NYLON PULLOVER (3 colors): ¥11,000 (tax included)
“Yellow 100%” T-SHIRT (4 colors): ¥5,500 (tax included)
STAR LONG SLEEVE T-SHIRT (4 colors): ¥7,150 (tax included)
HOOK & LOOP – POCKET BAG L (4 colors): ¥7,370 (tax included)
HOOK & LOOP – POCKET BAG M (4 colors): ¥6,050 (tax included)
HOOK & LOOP – POCKET BAG S (4 colors): ¥5,280 (tax included)
MULTI WAY CHECK SHIRT (available in 3 colors): ¥13,200 (tax included)
TAG CHARM: ¥2,750 (tax included)

Check out more of NEWS through the member’s accounts on SNS!

Takahisa Masuda Instagram |  Keiichiro Koyama Instagram / TikTok  / YouTube / Official Website | Shigeaki Kato X Account / Instagram

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