For its men’s Spring/Summer 2026 collection, MSGM created the ultimate outdoor wardrobe. Inspired by cycling, Massimo Giorgetti explored a new terrain of movement and creativity—one where the raw energy of the wheel sport merges with the vitality of motion, resulting in a collection that is both eclectic and functional, fusing the vibrancy of streetwear with the sophistication of tailoring.

I Feel the Rush is an intriguing approach to men’s fashion and outdoor culture. The collection explores both the creative side of cycling and the functional side of artistry, all while delving into poetic landscapes and encounters with the inner self experienced through this practice. The bicycle is more than a muse here; it becomes a metaphor for identity, emotion, and a sense of youth and irreverence.

The pieces are designed to meet the essential demands of movement, while colours and prints convey the expressiveness and vision of the modern man. Faithful to its DNA, the collection is a dynamic kaleidoscope, with high-energy pieces at its core. Deconstructed tailoring merges with playful floral prints, pink stripes, ‘Ride Hard’ slogans and neon touches. Two of Italy’s most iconic jerseys—the Maglia Rosa and Maglia Gialla—make an appearance as a nod to the Giro d'Italia and the cycling lifestyle. Giorgetti used his own iPhone snapshots, taken during real rides, as prints, offering an intimate glimpse of nature, mountains, and travel, transforming garments into memories.

Fabrics such as nylon, Cordura, and mesh—chosen for their suitability for movement and breathability—are used to showcase innovation and technical prowess. Nature-inspired hues highlight the collection’s connection to the earth.

For the campaign’s visuals, the brand collaborated with Collective 24.7 Fastlife, a Milan-based bike-core brand. The presentation took place at MSGM’s flagship store, featuring an installation by the architectural collective Fosbury.

Words by Carolina Benjumea

MSGM SS26

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