Modern Amusement is a men’s clothing line owned by Mossimo. MA, which began in Costa Mesa, California is one of the most innovative apparel companies.

A houndstooth track jacket features an old pattern on a new forms. Unusual colors like purple and rust recall Carnaby Street in the 60’s. MA’s signature is the Crow, which can be seen [above] on a t-shirt and sock.

Young guys are moving away from the enormous and baggy clothing that dominated the 90’s hip-hop decade. There are classic influences of tailored menswear, and borrowing from fabrics like pinstripe, checks and tweed but used in disarming and new ways. Instead of a three piece suit, wool tweed might appear on the back pocket of a pair of denim jeans. Autumnal colors, like orange, gold, and rust are juxtaposed against high tech sportswear to produce a look that is both timeless and eccentric.

There is also a hint of femininity in the flowered shirts, pink and purple and Kelly green. These clothes are mixing up sexual signals and gender rules that have always terrified American men who reflexively buy clothing thinking, “I hope I don’t look like a fag in this”. MA may be worn by the best looking, most athletic and most desired guys today…….those who dare not speak its name.