Established in Jan 2007, Matsu-Fu was conceptualized with the purpose of creating an alternative to the uniformity of mainstream men’s apparel. It hopes to cater to the growing pool of fashionable, trendy modern men and challenge men’s fashion with its edgy, exciting and fun line of menswear. Matsu stands for Pine in Japanese. The name was chosen precisely because of the evergreen nature of the pine tree. Its virtues of hardiness and fortitude especially in the cold, hard climate symbolize the company’s hopes and its identity. Pines are also known for their unique refreshing smell, so together with the word Fu (The Japanese word Fu means clothes), Matsu-Fu hopes to stand out from the rest with its refreshing line of men’s attire.