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Masai: Scandinavian-chic meets thoughtful design

Masai is a Danish women's fashion brand that specialises in simple, comfortable and feminine styles for all shapes and sizes. The brand sits at home in the closets of modern women who enjoy directional pieces with contemporary cuts and have a chic personal style. The label is celebrated for their unique and comfortable shapes in sizes XS to XXL, and they aim to provide all women with an ability to find the most flattering fit within their collections. The label is highly versatile, and each collection is designed within a colour theme, meaning their pieces can be effortlessly combined to create your perfect look. They are a brand inspired by the women they design for, their aesthetic blends classic styles with modern prints so expect to see influences from art, nature and architecture. This label is about real women, and their clothing encourages you not to change who you are, but to look like the best version of yourself.

Sibling success

Masai was founded by two Danish siblings, Nina and Hans Rye, in Copenhagen. Older brother Hans was the first to gain an interest in working within the fashion industry beginning his career at Inwear; Nina then followed suit at Ivan Grundahl. The siblings decided to work together, creating their own fashion brand in 1992. Their clothing slowly became recognizable in Denmark and, year after year, their loyal customer base grew, expanding into Sweden, Norway, Germany and England – the latter becoming the company's largest single market. With 18 independent stores in the Nordics, the brand grew into 1400 retailers in 25 countries. The sibling's success has not gone unnoticed, appearing in Denmark's top-100 list. In 2019, the brand proudly became the first-ever Danish fashion label to become FSC Certified, using viscose made from wood fibres derived from sustainable forests. Having partnered with Canopy, an organisation dedicated to protecting the planet, they truly care about their impact on the environment. Masai was shortlisted for the Drapers Sustainable Fashion Awards 2020, and continue to take a stand for women's equality, working with Amfori and UN Women to follow the Women's Empowerment Principles, promoting equality within the workplace.

Get your Masai look online now

This Danish brand offers a feminine, high-quality and versatile aesthetic, so introducing it into your wardrobe can help build a capsule collection of wearable classics. Their unique prints appear across their range of dresses and teamed with a jacket can make a great workwear option. They have a chic collection of modern trousers which can be dressed up with blouses & tunics or down with sneakers, yet still appear premium thanks to their contemporary cuts. If casual and relaxed is more your style, the label offers a great range of cosy jumpers & knitwear in shapes and colours that are sure to flatter. This brand wants to be the first choice for modern, adult women, and that's who they design their clothing for. Wearing Masai leaves you feeling comfortable, looking elegant and appearing effortlessly stylish.