Mason Garments is a high-end sneaker label founded in 2012 by Rendi Aditia. From a young age, Rendi dreamed of designing his own clothing and shoes that reflected his own style and personal interests.
"Before Mason Garment was founded, Rendi, co-designer and Head of Production Mitchell Hulsthoff and I worked in a sneaker store. However, Rendi had his own ideas about sneakers, but couldn't find what he was looking for. So he designed a sneaker himself that met his requirements. In 2012, he started the company and owned his first sample, produced in China. This pleased him, but after he transferred money for the production of his very first series of sneakers, nothing more was heard from the manufacturer. Setbacks, but it strengthened him to continue and that's how he ended up in Italy. The fashion country par excellence," says El Hammouti. Learning money, the Managing Director calls this episode in the company's story.
The word about his exclusive sneaker models spread like wildfire. Soon stars like Chris Brown, Karim Benzema and Jandino Asporaat were spotted wearing Mason Garments sneakers. And so Rendi's dream was realized: in no time he had reached the sneaker summit.
Authentic and close to the heart
Mason Garments stands out in the Dutch sneaker landscape. The concept of "made in Italy, designed in Amsterdam" is not imitated by any other competitor. But even behind the scenes, there is much that sets Mason Garments apart from other brands. " It is the way we do business, especially our business model and the underlying strategy," explains Managing Director Soufyan el Hammouti. " Rendi, as founder, is the full owner of Mason Garments. So we don't have to answer to investors, for example, and we are close to the product. We also try to do as much as possible in-house and where possible acquire knowledge ourselves instead of outsourcing. This sometimes costs a little extra time, money and effort in the short term but always pays off in the long run."
By "being close to the product," Soufyan is referring, among other things, to the designs of the sneakers. The shoes are designed by Rendi himself. "Just to give a great example," says Soufyan, "The new collection we are going to launch for summer 2021 is called Memory Lane and looks back at Rendi's childhood and what inspired him when he was little, namely the skating and BMX culture in the 1990s in America. It is a collection close to his heart. Rendi actually gives away a piece of himself in the designs and is always trying to inspire others to walk their own path to success, with our shoes of course."
Trust Pay.
The webshop is Mason Garments' biggest source of revenue. That's why the shoe label invests heavily in online branding, sales and marketing. The customer base consists of 18- to 35-year-old tech savvies who can be found 24/7 on social media. In the webshop, Mason Garments therefore wants to serve this group as quickly, seamlessly and smoothly as possible. Soufyan: '' That is also why we have our payments facilitated by Pay. The systems are stable and the management reports are transparent. In addition, there are enough payment methods that we can check and uncheck. Fine for us and extra easy for our customers."
