NEW BRAND: MUF10

Founded in 2014 by Iranian-born designer Reza Etamadi, Copenhagen-based MUF10 fashion brand quickly gained points as one of the hot new names on the contemporary streetstyle scene. With its ath-leisure-meets-high-fashion aesthetic, rooted in youth culture, MUF10 likes to think out of the box in terms of design and experimentation. The brand is also champions a sense of community where union, loyalty and trust are the founding principles that keep it all together. Overall, silhouettes are genderless, roomy and slouchy with a distinctive cool “gangsta” attitude. Hoodies are key to the line-up, plain or enriched with cool graphics. MUF10 has also teamed up with brands outside from the fashion sphere, including Freja Transport and Carlsberg.