MUF10 Collection Launch Event


“A sanctuary for everybody with street in their blood and couture in the heart.” MUF10 is a brand deeply rooted in current culture, known for its bold stylish experimentation and complete unpredictability. This Saturday, July 21st REIGN will be welcoming the Copenhagen based brand to New York City. Ahead of their Fall 2018 Fashion Week debut, the MUF10 collection will be available exclusively at REIGN New York. All items from the MUF10 collection have been hand made and produced in limited quantities. To highlight the partnership, REIGN x MUF10 have come together on a collaborative hoodie commemorating the spirit of both brands.


For further information on the event, see below.


  • In-Store Collection Launch Event
  • Set Sounds by DJ Amrit
  • Saturday 21st of July 6:00PM
  • 807 Washington St. New York, NY 10014


About MUF10.

The brand is rooted in current culture and is known for its bold stylish experimentation and unpredictability. MUF10 has lifted from the hood to high fashion. Originally Reza Etamadi made clothes for his friends in the ghetto, but nowadays you will see international style icons and influential fashionistas wearing the FAMILIE F/R PARA Bomber jacket and the oversized MUF10 hoodie as their favorite must have items. In the night life of Copenhagen, MUF10 has succeeded in building a bridge between the polished parts of society and the downtown public housing district. The result is an urban integration process that the government can only dream about. For FL18 MUF10 has teamed up with a select few, and strong international partners, including ANTONIA, Harvey Nichols, Birger Christensen, and REIGN New York. With these collaborations Reza Etamadi, a former criminal, is breaking the rules in new ways and has been able to distance himself from his former life while forming MUF10.
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