History

MCM Worldwide a luxury fashion house founded in Munich, Germany in 1976 by Michael Cromer. The name originally stands for Modern Creation München, signifying its roots in German craftsmanship and design. It’s gained recognition for their original, bold, logo-driven leather goods. However, before this, MCM went through of period of decline in the 1900s, but it was revitalised in 2005 by the Sungjoo Group. Since then, it was repositioned as a global lifestyle luxury brand that targets towards a younger and culturally connected audience (Sunny.Y 2005). After this rocky trip, MCM has successfully developed a culturally driven and digitally aware luxury brand. Now, they are greeting their 50th anniversary, along with great achievements of expanding across 46 countries and operating 600+ stores.

Mission

MCM aims to empower 21st century “mavericks” from digital nomads into creatives and visionaries that shape their own lifestyles. To achieve this, MCM offers luxury fashion that blends functionality, sustainability and a bold, unconventional spirit (LinkedIn, 2026).

Values

MCM’s shared values are Creativity, Health and Time (LinkedIn, 2026). MCM embraces the idea that “Creativity is the New Power”, highlighting the growing importance of self-expression, and valuing bold ideas and imagination as the key factors of influence and identity. For Health, it’s expressed as the ‘New Wealth’, which prioritises functionality, ease of movement and comfort to support modern lifestyles. Additionally, the value of “Time is the New Luxury”, focuses on the shift towards intentional living and autonomy, where the ability to focus on what’s truly meaningful becomes the ultimate practice of indulgence. These MCM values reinforce the brands positioning as a contemporary luxury house that aligns with the evolving priorities of digitally connected consumers.