Casper Masi On Perfecting the Art of Nostalgia and Music Through Fashion —in London and LA

Founder of OUTLW Clothing | Photographer of Juice WRLD

The 27-year-old Casper Masi is a photographer, videographer, and owner of dystopian streetwear brand OUTLW. With a passion for music, cars, fashion, and people - Casper is a bright light in the creative bridge between Los Angeles and his hometown of London.

Baby Steps

“I was just skipping school, going to the city (London), and getting in anywhere I could,” Casper describes when remembering how he got his foot in the door with music and fashion, at the ripe age of 15-years-old. His love for the industry and drive to create clothing stemmed from his interest in the SoundCloud rapper era; including artists such as Lil Peep and Lil Uzi Vert. He was very fortunate to have experience working with the actual artists. “I got to shoot a lot of really cool people... probably one of my favorites being Juice WRLD,” says Casper.

Los Angeles – Where The Magic Happens

Casper’s first visit to the states alone was at about 16 years old because he took the opportunity to shoot music videos and exercise his love for photography, with his friend from London. “We had one or two internet friends there who wanted to shoot a video, and then we would just mess around,” he says. Getting into the groove of repeating this cycle from an early age was how it all sparked – it was how he realized he can comfortably travel, meet up with people, and expand his network in the US. “I was working weekend jobs at cafes and random restaurants to save as much money as I can to go back out to the states and make things happen... I went everywhere from California to New York, to Louisiana,” he reminisces.

The American Influence(rs)

Casper Masi has many connections in the entertainment industry in Los Angeles – one being a friendship between YouTube creators and fashion fanatics themselves; Nick, Matt, and Chris Sturniolo. “Creators in the US are so different from creators here in the UK. Chris, Matt, Nick, the Lyrical Lemonade guys were so welcoming to someone like me, who’s not really big in the scene or whatever,” He describes the feeling of synergy between himself and Americans in general because of Americans’ outlook on life and openness to new opportunities. Most of his friends are from America, and Casper says it's even proven to be difficult to verbalize just how special that energy is to him. He believes his mindset would be a lot more limited if he had started his career in London, as travelling has helped him build the confidence to collaborate with more creatives.

Finding His Style

“You have got to find your own niche. There wasn’t really anyone doing that at the time... a blend of those two, car tees, or really anything related to SoundCloud at that time,” Casper says when describing his continued motivation to design streetwear. “I was super influenced by you guys in America, whether that’s food or music, or even just the way the landscape is with you guys and what it all looked like.” He describes his burning love for the late 1990s and early 2000s vintage Nascar graphics, and he wanted them to come to life in the UK. Casper blended this desire with his other love; Soundcloud rapper music. OUTLW has turned four-years-old in 2025.

Channeling Creativity During COVID

Casper views the 2020 global pandemic as a blessing-in-disguise, as the

amount of free time on his hands was a huge contributor to the creative

energy used to inspire his first brand – The Casper Brand, which is an

homage to graphic tees from the 1990s grunge era, Y2K style. “It’s what I grew up on,” he says. He looks back at the quarantine as a lonely time and was in a creative space constantly because he had time on his hand to create his brand. “My influence was from them,” he states, as he was working with these artists who just happened to make sad music.

During this time, he moved to London, spent two years creating the

novelty brand, and even facilitated a small following and community of people who resonated with the products. “I always included some sort of

hint of music,” Casper mentions when reminiscing on his first mockups as

a designer. He was stretching beyond his creative capacity with The Casper Brand and couldn't expand as much as he wanted to, so he was advised to create a completely new brand – OUTLW; a Western, dystopian streetwear brand that is a “big fusion of everything,” as Casper describes.

“What Would You Tell Your Younger Self?”

“You create your own luck by consistently trying to be in those rooms, and just make sure you talk to everyone in the room. Be good at what you do, and just be nice,” Casper states when asked what he would tell young creatives trying to get started in the industry. He mentions always wanting to make sure he

talked to fifteen people when traveling for events, and says “You never know what you’re going to miss out on.”

Back On The Scene In 2025

Casper will be returning to the US in April of 2025, and mentions being eager to get back into the hustle of Los Angeles entertainment culture. “I'm ready to go super hard this year,” he states, and has already

proven to be on the right track for success. Casper Masi is releasing a photography book at the end of this year.

xoxo, Mia Linder, Creative Projects Coordinator