MR PORTER TO DEBUT ITS FIRST PRIVATE LABEL BRAND

Online menswear retailer Mr Porter will launch its first private label brand, Mr P., on its site on Tuesday, November 7.

Created by a team of in-house designers, Mr P. is intended to be a year-round collection of classics, centering on an essential range of core staples. In addition, there will be five limited-edition capsules every year – each trend-driven, seasonal and inspired by a style icon past or present. The retailer’s muse for the November launch capsule is 20th-century British painter and portraitist Lucian Freud, during his prime in 1950s London.

The creation of Mr P. has been informed by seven years of customer insight (with more than 600,000 shoppers to-date) and the invaluable feedback and shopping patterns the retailer observed from its customer base since launch in February 2011.

The Mr P. launch collection spans 53 items across ready-to-wear, including 24 essential styles available year-round and 29 seasonal styles within the debut capsule. Standout styles include: 15-gauge cashmere knitwear; modernized 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 the denim in Japan. Pricing will range from £55 ($75) for the core T-shirts, through to £875 ($1,135) for the capsule’s leather aviator jacket.

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

The second limited-edition Mr P. capsule will launch in February, followed by a third in April. The line will introduce shoes and accessories for autumn/winter 2018.