Military Clothing Supplier to Launch…Civilian Fashion Line

John Varvatos Spring '12

A military-inspired Spring 2012 look from John Varvatos, one of the menswear companies Massif Collection hopes to compete with.

Would your boyfriend wear fashion from a military clothing company that specializes in flame-retardant shirts and body armor?  Massif, a military supplier based in Oregon, is betting on it.  The company is entering the world of civilian style this January, with a new, non-combat range called Massif Collection.

The line will offer much of the crisp military styling of current men’s fashion, only with the actual heritage to back it up.  And though none of the garments will be vetted for wear in the combat theater (currently Massif makes the only shirt for the actual military that is approved for such use), they’ll offer other active functions — many of the pieces in the new collection will be anti-microbial, designed to wick away moisture, or feature hidden pockets.

Massif has created prototypes (that word seems more appropriate than “samples,” even if it is merely a civilian line) but images won’t be available until the first collection debuts at Pitti Uomo, the Italian menswear trade show for menswear, in January.  That said, expect something reasonably luxurious — Scott Branscum, formerly of Perry Ellis and Eddie Bauer, was hired to facilitate Massif’s entry into the fashion industry.  He says the company is looking to get Massif Collection into stores like Bloomingdale’s and Fred Segal.

So, will the military heritage factor be a significant draw for the upscale, urban consumer the brand hopes to attract?  If the back story isn’t enough, the fit probably will be — though the garments won’t repel flames like their combat-ready predecessors, they’ve been designed with the concerns of a soldier in mind.  Special attention has been paid to hidden stretch, gusseted sleeves, and a range of non-chafing, movement-permitting detail.  Too bad this isn’t debuting in time for Christmas!  Those sound like qualities most guys wouldn’t turn down.

7 Responses to “Military Clothing Supplier to Launch…Civilian Fashion Line”

  1. Chang Wachtler

    Hi. I am a completely new Business Professor and was trying to better be well prepared for my assignment at The Walt Disney Company. This is the reason why I arrived to your web-site. Being raised in Shorter and on the way to class at Lutheran Theological Seminary at Philadelphia (PA) in Seminole, has assisted me to plan for my destiny. My folks are really also professors and they taught me about this post after reading Hetty’s Day Out. Thank you so much

  2. Bernarda Canestrini

    Greetings. I am a fresh new Bank and Branch Managers and was looking to better be equipped for my contract at ConocoPhillips. This is why I came to your blog page. Being raised in Coffee Springs and attending to school at Louisville Presbyterian Theological Seminary (KY) in Silverhill, has helped me to get ready for my future. My father and mother are also course instructors and they explained me about this blog entry after studying Mrs Honey’s Holiday. Warm regards

  3. Jerry Beagan

    Hola. I am a young Biomedical Equipment Technician and was looking to better be set up for my assignment at Microsoft Corporation. This is why I came to your web site. Being grown in Heflin and on the way to school at Luther College (IA) in Wing, has assisted me to plan for my destiny. My father and mother are really also instructors and they notified me about this message upon studying Mr Archimedes Bath. Warm regards

  4. Jospeh Longfellow

    Morning. I have not been on this page since july. It was merely because I was driving a vehicle to Seattle because of my business at 3M Company. It involves a huge amount of time from me, however I still think about your document. I remember our days at College of New Rochelle (NY) in Florida. So pleased that we had a ability to compete close the park. Kindly forward my compliments to Margaret along with john. Goodbye

  5. Garret Santano

    Really good article. I was glad to come across this since I was also born in New York State. furthermore, we appreciate your seeing Los Angeles and making me to better appreciate grilling and cooking food. This helped me with my admittance to University of Florida. Looking forward to seeing you in our condominium and catch up with our ping pong game.


Leave a Comment!

  • (will not be published)

*Required field