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Men’s fashion retailer launches private label

Luxury online fashion site for men, Mr Porter, has this week launched a private label line, Mr P.

Created by Mr Porter’s team of in-house designers and based on three key concepts – easy pieces, smart details, enduring style – Mr P. offers a year-round collection of core staples in addition to five seasonal capsules every year.

The launch collection spans 53 items, including 15-gauge cashmere knitwear, modernised Oxford shirts, Japanese selvedge denim, water-resistant travel blazers and single- and double-breasted overcoats in virgin wool and cashmere blends.

The majority of the collection is made in Italy, with select items made in Portugal and denim made in Japan. Pricing ranges from £55 for t-shirts, through to £875 for a leather aviator jacket. Shoes and accessories will be introduced for AW18.

Mr Porter said in a statement that the line was informed by seven years of customer insight from more than 600,000 shoppers, including the feedback and shopping patterns of its customer base, since the website launched in February 2011.

“At Mr Porter, we are – first and foremost – product people. This passion for quality, uniqueness, style and versatility has been the backbone to developing our business for the past seven years,” said Toby Bateman, managing director of Mr Porter.

“The launch of Mr P. has therefore been quite organic for us; we felt there was a space in our mix of 400-plus brands for something that could present a unique take on wardrobe classics and also present regular capsules of more trend- and seasonal-driven pieces throughout the year.

“We like to think we have an unparalleled view of the male wardrobe, garnering the combined knowledge of our buyers and editors, and Mr P. is ultimately the result of that: smart details, easy pieces and enduring style.”

Each Mr P. capsule range is inspired by a style icon past or present. The muse for the November launch capsule is 20th-century British painter and portraitist Lucian Freud, during his prime in 1950s London.

 

 

The second limited-edition capsule will launch in February, followed by a third in April.

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