A sanctuary for everybody with street in the blood & couture in the heart.

MUF10 is a Scandinavian brand since 2014.

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 favourite 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 SS18 MUF10 has teamed up with some strong international partners, ANTONIA in Milano & Macao, Harvey Nichols in Shanghai and Birger Christensen in Copenhagen.

 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.