Machine Story


        Machine, a unique New York brand of men’s lifestyle apparel, has attracted a loyal group of supporters since its launch in 1999. Committed to quality clothing and apparel that pushes the limits, Machine hopes to represent the confident, passionate individual.

        Machine’s designs are inspired by thrill-seekers, as Joeson displays a passion for racing and extreme sports. Thunderous exhausts, powerful speakers, and big spoilers are forms of expression for cars; Machine is an original form of expression for men.

         Machine’s advertising strategies helped to put the brand on the map: a promotional campaign in 2004 attracted and held New Yorkers’ attention. The campaign, a series of eye-catching posters and billboards, was featured throughout the major fashion districts in New York City.

       Machine’s popularity grew following these advertisements.  Within their first year of business, Machine entered every major department store in the USA. Their line includes: denim jean, woven shirts, polos, graphic tees, sweatshirts, hoodies, shorts, blazers, and jackets. Style changed from street racing to club wear, engaging more graphic and texture.

       Machine was picked up by major department stores within the U.S. Macy’s, Kohl’s, Marshalls, Sears, JC Penney, and Burlington Coat Factory all chose to carry Machine, next to brands such as Levi’s, Tommy Hilfiger, and Guess. Shopko, Belk, Buckle, Stage, Kmart, and T.J.Maxx also sell Machine clothing.

       In 2008, Machine built its own printing facility in New York and introduced the brand to Asia, opened the first retail store in New World Mall in Shanghai, China. Machine launched its high end line M71, which includes outerwear,  chino pants, jogger pants, and sherpa jacket. The style focused on sports fitting and racing element.

        To promote the spirit of racing, Machine sponsored a Porsche GT in the 2008 Asia Supercar Challenge. The event took place in Sepang, Malaysia, Shanghai, Zhuhai , Chengdu and Macau.

      Machine’s car-sponsorship during the 2008 and 2009 Asia Supercar Challenges opened them up to charity work with the Lamborghini Club in Hong Kong. Racing events helped to introduce Machine to clients and customers, and has kept alive the energetic, ambitious, and youthful feel of the brand.

      Machine was featured in CarPlus, a Hong Kong-based magazine, and its brand logo is recognized throughout the Asian market.

       In 2016, Machine merged M71 elements into the main line, using premium fabric with high elastic and multi-functions.

       Founded on the principals of “Push the limit”, Machine’s design enhance the Form, Function & Precision of the human body, the ultimate machine. The team not just make clothing but engineer for better clothing, never stop trying new techniques and innovation to offer customers the best products.