MASS Branded’s Second Collection – Falling Softly

MASS Branded’s second collection titled, ‘Falling Softly’, brings a new sense of exhilaration, freedom and seduction to men’s streetwear. Inspired by paratroopers and his memories of growing up in a military family, co-founder and designer Mass Luciano decided to create a uniform that meets the demands of the daring, active, modern man, who has a fearless sense of adventure. We like to call him, the MASS Trooper.

True to MASS Branded, accentuation of the male form is essential, so the cut and the fit of the clothes – ranging from sweatpants and mesh shorts to knit sweatshirts and bomber jackets – work to broaden the shoulders, fill out the chest and slim the waist to achieve a masculine, athletic look. In accordance to this mantra, MASS Branded has taken an extra step further this collection by implementing creative, construction techniques to create parachute-like straps on the sleeveless Impact Shirt, which highlights the arms while exposing just the right amount of skin along the sides of the abdomen.


After all, a man that’s brave enough to jump out of a plane is a man that has no hesitation showing a little bit of skin – an idea that MASS Branded continues to tastefully execute as seen on the Assembly Sweatshirt with armour pleated panel shoulders and strategically placed mesh panels that conceal and reveal the right areas of the torso, as well as the woven Grag T-shirt with a seductive, mesh back panel. “It was important for us to come up with innovative ways of working with mesh and high-tech fabrics, while keeping the aesthetics of a streetwear brand,” says co-founder Antoni d’Esterre (co-founder).

Another important element of ‘Falling Softly’ is how easily the pieces can be paired and incorporated into your everyday wardrobe. The monochrome colours and awareness for layering transform these updated, detailed basics into long-lasting statement pieces. On top of that, the clothes have been engineered to achieve an exceptional, structured silhouette without compromising on comfort, thereby maintaining the true sense of luxury expected from an innovative, high-end streetwear label.

Photographer: Antoni d’Esterre
Stylist: Mass Luciano
Clothes: MASS
Model: Tony

About MASS Branded
MASS Branded is a high-end streetwear brand seeking to push the limits for urban men who want to dress casually without dressing down. Launched as a capsule collection of 12 pieces, each style is designed to be versatile, comfortable and easy to mix with other brands, taking everyday basics for men and turning them into statement pieces that are easy to wear. Having recently won Lane Crawford’s ‘The Next New Menswear Designer’ title in 2016, the brand is on a continuing mission to be a progressive and influential voice in fashion while working exclusively with retailers that share their vision.

Made in Hong Kong
MASS Branded is one of the few local brands entirely designed and made in Hong Kong. “For us, it’s crucial to make the product locally. There’s a sense of pride about working with talented craftsmen that live and work in the city,” says co-founder Antoni d’Esterre.

About Mass Luciano – The Designer
Mass Luciano has worked in the fashion industry for over 13 years, designing for international brands like GUESS, Rock & Republic by Victoria Beckham and Lee Jeans. Originally from Puerto Rico, he has lived and worked in Los Angeles, Florence and now Hong Kong. Mass Luciano is a fashion stylist and contributing blogger for, where he writes about men’s fashion and style and promotes fresh brands from Hong Kong and abroad.

About Antoni d’Esterre – The Creative Suit
Antoni d’Esterre comes from an ad agency background, having worked for Saatchi & Saatchi, Leo Burnett and 133, where he managed such brands as Lancome, Cartier, Ray-Ban, Biotherm and Vidal Sassoon. He’s an up-and-coming photographer whose work has been featured in publications and online media outlets such as Fashionably Male, HUF Magazine, Narcissus, Kaltblut, Plug Magazine and Time Out.