Massimo Osti Studio

What is Massimo Osti Studio?

Massimo Osti Studio is a premium Italian sportswear label best known for its innovative outerwear, particularly jackets. It builds on the legacy of designer Massimo Osti, carrying his ideas forward with modern techniques.

Who is behind the Massimo Osti Studio brand?

The brand is driven by a close-knit team of designers and craftspeople. They see themselves as a workshop community, much like the ateliers of the Italian Renaissance, carrying forward the knowledge and vision of Massimo Osti, who passed away in 2005.

Where is Massimo Osti Studio Based?

Massimo Osti Studio for men is based in Bologna, northern Italy. This is also home to the Massimo Osti archive, which holds thousands of garments and fabric samples spanning his entire career.

What Sets Stone Island, C.P. Company and Massimo Osti Studio Apart?

Stone Island and C.P. Company are the two major brands Osti built himself, both now offering broad, everyday collections. Massimo Osti Studio for men, by contrast, focuses on experimental, research-driven work, releasing smaller, curated collections.

From the Graphic Arts to a Fashion Pioneer

Massimo Osti found his way into fashion through graphic design, without any formal training in the industry. His notebook and photocopier were his most important tools: he sketched ideas, cut out fabric pieces and templates, then reassembled them in new ways. This hands-on approach gave rise to techniques and materials still used in the textile industry today, such as finishing gabardine with water-repellent coatings. Osti blended elements from military, workwear and sportswear, creating an entirely new style built on innovation.

Learning From Failure

At the heart of Massimo Osti Studio's work lies a principle coined by Osti himself: sperimentazione, or experimentation. This means testing ideas in practice and refining them time and again, rather than developing them according to rigid rules. The studio consistently prioritises function and durability over fleeting trends, resulting in clothing from Massimo Osti Studio for men that still holds up years later.

Chapter 01 from Massimo Osti Studio Alcantara shows Osti's design principles at their clearest: the material, used for jackets, trousers, backpacks and caps, originally comes from the automotive industry. It's laser-cut and heat-bonded, and stands out for its high abrasion resistance and a distinctive matte finish created through heat treatment.

Two Collections, One Clear Idea

The brand presents its designs in two formats. The so-called Chapters are special, limited-time collections in which the studio's research comes through most clearly. These are complemented by permanent basics, such as Massimo Osti Studio T-shirts, inspired by Osti's own wardrobe. Together, the two lines form a range built to last for years rather than tied to a single season. The Massimo Osti Studio logo deliberately avoids playful elements, opting instead for a clear, pared-back visual language that reflects the brand's focus on craftsmanship and innovation. This gives the studio a distinct, timeless identity of its own, set apart from Osti's better-known labels such as Stone Island and C.P. Company.

The Archive as a Treasure Trove

In Bologna, Massimo Osti Studio for men houses over 5,000 garments and more than 50,000 fabric samples across some 300 square metres. Among them are military-inspired details, 1960s space suits and the results of collaborations with the automotive industry. The archive serves as a constant source of inspiration for new designs, while also preserving Osti's legacy for future generations of designers.

Shop Massimo Osti Studio at BRAUN Hamburg

Discover the new Massimo Osti Studio collection for men, including clothing and accessories, at the BRAUN Hamburg online shop. Relaxed-fit trousers in premium microfibre offer everyday comfort and pair effortlessly with the rest of your wardrobe. Massimo Osti Studio bomber jackets, whether down-filled or with technical microfibre padding, along with gilets, bring warmth and functionality to the colder months without compromising on the brand's unmistakable style. Jumpers round out the range for relaxed, layered looks with T-shirts, while accessories such as wool beanies add a practical finishing touch to any outfit. Discover designs built on a spirit of experimentation!