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Eliad Cohen Gets Physical In Massbranded

The Israeli model and entrepreneur/party wizard has a new capsule collection…

By Scott Starace
Cohen wearing pieces from the Massbranded for Eliad Cohen collection (Damijen Photography)

Eliad Cohen is the ideal of masculinity: he’s strong, rugged, handsome, and he doesn’t take himself too seriously.  The Israeli actor, model and entrepreneur, who is best known in the LGBTQ community as founder of the international festival brand Papa Party, embraces his queerness, is playful and provocative.

All of these characteristics and more are reflected in Cohen’s brand-new athleisure capsule collection for the urban man on the go.

In the collection, he partners with Massbranded, the high-end men’s streetwear label that pushes boundaries. Massbranded for Eliad Cohen features seven styles that can be worn to and from the gym, for casual nights out, while travelling, and on the dance floor.

Inspiration for the collection was drawn from Cohen’s own military background: three years of army service in the Israel Defense Forces. “I wanted the pieces in the collection to feel like the uniforms used for physical training during military exercises, drills and off-duty time,” he explains. “It was also important that every piece seamlessly combined my personality, passion for fitness and way of life.”

Massbranded is the design house headed by designer Mass Luciano. With more than 15 years of experience in the fashion industry, Luciano has worked with international brands including Guess, Rock & Republic by Victoria Beckham and Lee Jeans. His rise to fame began in 2015 when he competed for and won the titles of, initially, Mr. Gay Hong Kong and, ultimately, Mr. Gay World. The accomplishment inspired him to launch his energetic namesake streetwear label, Massbranded.

Cohen and Luciano were introduced by a mutual friend in Los Angeles last year and bonded over their shared interest in military gear. They talked about collaborating on a capsule collection and met up in London this past January to finalize the details.

“It was important that each piece stood out in a way that appeared effortless, casual, sexy and cool,” Luciano says.

Items in the Massbranded for Eliad Cohen capsule include the Reach Zip Up Hoodie and Track Pants (notable for their zippered side pockets, rib knit cuffs and mesh drawstring cords); the Renegade Sweatshirt and Shorts (featuring reflective tape at the sides that add a flashy flare to the pieces); the Shuttle Short (crafted from perforated neoprene with piping side details that flash when light hits them); and the Flex T-Shirt and Short (featuring black perforated neoprene panels with grey/tan taping details that reshape a man’s body to its maximum form).

Cohen says he couldn’t be happier with the final result. “The collection is so comfortable. I’m wearing it everywhere.”

“It is an extension of me and my personal style, and I’m excited to share it with my papitos.”

Massbranded for Eliad Cohen is available at Follow on Instagram at @mass_branded.

Scott Starace received his BA in English from Winthrop University in Charleston, SC. Today, he resides in Atlanta, Georgia. In addition to reading and writing, he is a motor bike enthusiast and spends long days on the race track, working as a Control Rider and coaching a youth star race team.

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