Mi Piace MSGM*

While shopping with the fabulous S. of Yes Please Mademoiselle today, I came across a new Italian womenswear brand I wasn't too aware of before, called MSGM. Being the fashion-sleuth I am, I googled it at home afterwards to find out what they were about. 
To be honest, I'd already forgotten their name, so after a few unfruitful queries like 'MFMG' or 'MSFG' I finally discovered their website. Not only that, I also found that they have a menswear line!
Well, colour me intrigued, I checked out every look in the lookbook and a pleasant feeling of surprise crept up to me: I liked it. A lot.
Am I alone in thinking this feels very Scandinavian and not that Italian at all?
Love it!

* I like MSGM

F/W 2010 Collection