MA.Strum History & Philosophy
The MA.Strum collection was founded in 2008 by the brands principal designer Donrad Duncan, inspired by the style and design principles of Massimo Osti. Innovation, cutting-edge fabrics and diverse functionality were factors that Osti introduced to the world of fashion, and now Duncan wanted to use those very same principles with the new MA.Strum range. As a consequence, the Massimo Osti Studio (now run by Massimo Osti's widow and son Loranzo) decided to collaborate with Duncan to further develop the brand by utilising their first-hand experience of the original Osti collection.
From the collaboration, Donrad Duncan wanted to prioritise comfort so that the wearer would see the MA.Strum garment as a second skin that allowed full and unrestricted manoeuvrability. To achieve this Duncan used his expertise and experience of developing high-end sportswear to create breakthrough fabrics and innovative material designs that feature 'wearable technology'. The ideology behind the new brand being rhythm, music and life. This is epitomised in the MA.Strum brand name, which means '[M]astering the [A]rt and rhythm of life [Strum]'.
In January 2009, MA.Strum presented their first autumn outerwear collection to the media and retailers in Florence, during menswear week. Then in September of the same year the company had its retail launch in the U.K, officially bringing the brand and the MA.Strum range to the UK public. This 2009 range plus future pieces all incorporate forward thinking, innovatively distinctive designs and fabric technology that was pioneered by both Osti and Duncan.