MR PORTER LAUNCHES ‘SMALL WORLD’ INITIATIVE
Mr Porter has launched “Small World,” a new curated selection of global, independent, and diverse brands that celebrate craftsmanship, responsibly-made products, and local communities in a thoughtful and intentional way.
Small World showcases 33 brands that are truly special by virtue of qualities such as their provenance, skilled heritage craftsmanship, their support of regional artisans, or the use of recycled and low-impact materials.
Of the 33 brands, 16 are new to Mr Porter. Of the 338 considered products that will launch within Small World across ready-to-wear, footwear, accessories, luxury watches, grooming, and homeware, 184 are fully exclusive to the site. Collectively, Small World brings together communities from as far afield as Bali, Mexico, Tibet, Nigeria, and Mali and those supporting local artisanal crafts in the U.S., UK, France, India, Portugal, and Japan.
New brands under Small World include Portuguese Flannel, Blackhorse Lane Ateliers, Bornn, Chamula, Cooperative Djiguiyaso, Double Eleven, Noma t.d., Échapper, Jungmaven, Norlha, Post-Imperial, rrress, Slowdown Studio, Space Available, Stòffa, and True Tribe.
Additional Small World brands, previously available on Mr Porter include 11.11/eleven eleven, Auralee, Bovet, By Japan, De Bonne Facture, Emma Willis, George Cleverley, Inis Meáin, Laboratory Perfumes, L’Objet, Peyote Bird, R+D.Lab, SMR Days, SSAM, Story Mfg., Tata Harper, and Tricker’s.
Each Small World brand will also sit within Mr Porter’s newly-launched “Craftsmanship Code,” an evergreen section of the site designed to champion products made by brands that make a positive contribution to their communities and operate with environmental and social considerations at the forefront of their design and business decisions.
The introduction of the Craftsmanship Code marks the online menswear retailer’s ongoing commitment to champion artisanal product and skilled craft within its current and future buying strategy. The Craftsmanship Code has been developed to celebrate craftsmanship, which requires an investment of time, skill and care at every stage of the production process. The result is products that the Mr Porter customer wants to invest in and care for and that have greater value and can be worn for longer.
“We are delighted to launch Small World and champion its diverse range of brands, all of which have an incredible story to tell and a distinct craft sensibility to imbue within Mr Porter’s greater offering,” said Sam Kershaw, buying director at Mr Porter. “The launch, along with the Craftsmanship Code, is very much in line with our 10th anniversary focuses of discovery, inclusivity, craftsmanship, and community, and we aimed to seek out and spotlight distinct product stories from some of our more established global brands through to nurturing smaller artisanal partners that are creating world-class product in time-honoured ways. As our customers remain curious and captivated by the narrative of a brand, and how its products are made, we’re thrilled to be delivering 33 nuanced stories within Small World.”
Mr Porter will celebrate the launch with a global digital campaign from late June, along with dedicated editorial and social content across its global editorial platforms, including its online magazine The Journal and its Instagram channel.
