Mafi Wulf is a lone wolf. He’s the designer behind Mahsyian, a streetwear fashion brand that specializes in unique garments that contain loud, intentionally chaotic graphics. The name Mahsyian is a made-up word that came to him in a vision in May 2015, along with his idea for the company.
Wulf liked the sound of the name and didn’t want to over-think it, he said. Part of what drew him to the name, he said, is that it’s hard to pronounce, making it stand out. “It is a fictitious name,” Wulf said. “I don’t know where it came from, but over the years, I used to rack my brain on what it means.”
“I don’t know where it came from, but over the years, I used to rack my brain on what it means.” The answer he settled on, he said, is that it represents “doing things your own way.”
“I don’t know where it came from, but over the years, I used to rack my brain on what it means.” The answer he settled on, he said, is that it represents “doing things your own way.” Wulf uses blank sweatshirts as canvases to create unique pieces that appeal to a primarily Gen-Z crowd, and for good reason: the pieces are hyper-optimistic in color, but otherwise, convey a sort of apathy and unapproachability in their messaging. Existentialism and nihilism are hot right now—a common response to tough times—and his messaging at once acknowledges this while still being cheerful in its presentation.
One of Wulf’s designs is of a cutesy, cartoon wolf with a speech bubble that says ‘I don’t bite but I don’t like ppl.’ The image of the ‘lone wolf’ is his logo, part of the brand ethos and part of his identity. Each piece he produces features his mark; the wolf and/or the paws. Beyond this signature, every clothing item is a 1-of-1 creation, meant to be as distinctive as the person wearing it. He buys blank sweatshirts and prints his own designs on them, a common method in streetwear. In some cases, customers don’t even get to choose which piece they want to buy: Wulf will send them a mystery box of items in their size when they purchase.
Explaining his art-original approach to fashion-design, Wulf explained, “I feel like you do it your way, you’re the equalizer, you’re the reason why it’s different because at the end of the day, we’re all born different.”
Explaining his art-original approach to fashion-design, Wulf explained, “I feel like you do it your way, you’re the equalizer, you’re the reason why it’s different because at the end of the day, we’re all born different.”
But his brand’s messaging turns the idea of a lone wolf on its head. Whereas the lone wolf belongs to no pack, the ‘lone wolf mafia,’ as it says on all of his pieces, represents a gang of fellow individualists—a message that resonates with trendsetters and hypebeasts alike.
But his brand’s messaging turns the idea of a lone wolf on its head. Whereas the lone wolf belongs to no pack, the ‘lone wolf mafia,’ as it says on all of his pieces, represents a gang of fellow individualists—a message that resonates with trendsetters and hypebeasts alike.
“My tagline for the clothing I make is, ‘I made this for you,’” Wulf said, emphasizing the originality in his consumers.
“In the fashion world, there is a lot of copy and paste. Everyone wants to sell to the mass market. But I try to look at my pieces more as an artwork.”
Mahsyian operates primarily out of Atlanta, Georgia, though due to the digital nature of his business, he finds himself in Los Angeles and New York frequently, he said. Wulf grew up near San Diego with his dad, who was a painter who worked with spray paint frequently.
Like the designs themselves, Wulf’s art-making process is digitally native—it involves mapping out the images and words on the computer, rather than using piles of sketchbooks. “It’s easier to freestyle that way,” Wulf said.
“Right now, it’s been a lot of freestyling and I think I’m going to keep it that way because that seems to be some of my best work that a lot of more people are engaging with it. They like it more.”
Looking forward, he has grand aspirations, to reshape the entire industry with his original approach: “I think at the end of the day, I’d be able to put my face on a Mt. Rushmore somewhere in the fashion world. We might see other brands start to follow this process as it gets bigger and continues to grow.”
To check out his designs and place an order, click here.
