Mason's historical archive: the Green Book
With the "Green Book" project, Mason's recounts its early brand identity: a philosophy of life and a way of understanding dressing that still permeates the brand's DNA today. The volume is bound in a military green gabardine, something that creates a very strong textural connection with the later garments, and the introduction is by the wonderful pen of journalist Cristina Morozzi.
Utopia, freedom, travel and democratic aesthetics are the most recurring terms with which the story of Mason's is described.
Mason's Historical Archives
The book in its entirety is proposed as a historical archive: in fact, the original military-inspired garment and Mason's garment are arranged on double pages in the volume. The before and after united in the function of dressing and tracing the experiences of the wearer. In fact, according to the brand's logic, a garment can live many lives and carry on itself the traces of many stories: wear and time make Mason's early pants almost a second skin.
The iconographic references of Mason's world are undoubtedly the figures of Ernesto Che Guevara and Fidel Castro, the doctor and the revolutionary riding a motorcycle in South America: is there a more emblematic trip than this? Absolutely not!
The history of Mason's garments is thus linked to the theme of travel and the figure of travelers from its origins. Travelers but also female travelers, who in today's day and age might wear, for example, the Judy Archivio women's cargo garment with icon washing treatment, which gives the garment precisely a mat look typical of a garment worn out by use. Or our modern globe trotter might opt for a luxurious cargo like the Evita model with camouflage pattern and studs: helicopter fit with cuffs on the bottom leg and flap pockets studded with studs.
Above all, the figure of Che Guevara becomes a symbol of freedom and equality, and what transpires is an echo of passion, utopia and purity linked to the image of the leader. Even today an echo of that journey remains both in the volumes and in the names of the pants in the collection, for example, the Chile model, men's extra slim fit cotton cargo with camouflage pattern looks like something out of Mason's archives. This men's pants with big pockets is completely updated in fit and details and is also available in Chile bermuda shorts.
The origin brand thus moves on two seemingly irreconcilable parallel planes, in reality one feeds the other and grants it continuity: the freedom of individual representation and the representation of freedom through the emblem of the uniform.
The brand and Italian design
The book also demonstrates the strong connection between Mason's and the world of art and the avant-garde. A whole series of important designers and architects have worn and interpreted a Mason's trouser. These artists become the face of the brand not only because they wear its iconic pants but because they share its values and vision. Indeed, the brand is strongly linked to the concept of aesthetic experience where art, design and innovation are combined and where the concept of beauty takes on the meaning enjoy a unique experience. In this sense beauty, style and functionality are not only not mutually exclusive but must enhance each other.
Mason's garments are more than clothes to cover oneself: they are an extension of the body and an expression of the wearer's personality. And to fulfill this function, the garment must be like a good design object, which is not affected by moods and fashions but gains value and charm over time.
