MUF10, Danish streetwear

Born in the ghetto and celebrated on the catwalk, the MUF10 brand presents its streetwear in a sophisticated style, dynamically winning over fashionistas worldwide.

From social housing to chic neighbourhoods

Dressing fashionistas from Copenhagen’s chic districts like the cool kids from the outskirts of the city? This is the wild gamble undertaken by Reza Etamadi, the Danish designer of Iranian descent and founder of the highly coveted label MUF10.

Drawing on his multiculturalism and modest background, since 2014 the designer has been putting together an unmistakably young and urban unisex wardrobe made up of ostentatiously cool jackets with printed logos, indisputably desirable hooded sweatshirts, and trousers with inspiring graphic motifs. Its bestsellers? The FAMILIE F / R PARA blouson jacket and the XXL hoodie marked with the brand’s logo, both pieces having been spotted on many occasions in streetstyle looks around fashion shows.

A socially aware brand

More than just another streetwear brand, MUF10 stands out with its progressive and socially conscious approach to fashion. Community, loyalty and self-confidence are all values that the brand champions in the name of a certain sense of social cohesion.

At one of its 2018 shows, Etamadi expressed his disagreement with the Danish law banning the burka, stating that no one should judge a woman’s clothing. Certain models walked the catwalk in a hijab, while others wore T-shirts with slogans written in Arabic. This noteworthy performance earned him the opportunity to join forces with international retailers such as Antonia in Milan and Macao, Harvey Nichols in Shanghai and Birger Christensen in Copenhagen.