Mr Porter adds new brand Mr P, mixes essentials with trends

Yoox-Net A Porter’s upscale menswear website Mr Porter launched its new in-house label, Mr P, on Tuesday. Created by a team of in-house designers, the company said it’s a year-round collection of future classics, centring on an Essentials range of core staples.”


Mr Porter

In-house brands that were once the preserve of lower-end retailers have become a feature of luxury multibrand retail in recent years and have been carving out significant market share on key websites.

The company already offers over 400 external brands on the site but Mr Porter MD Toney Bateman said "we felt there was a space in our mix 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."

So, that means that in addition to the Essentials offer, there will be five limited-edition capsules annually with each being trend-driven, seasonal and “inspired by a style icon past or present”. The team’s muses for the launch capsule are the “post-war 'School of London' artists, during their prime in 1960s Soho, London.”

The second capsule will debut in February with a third following in April.

The company said the launch has been driven by seven years of customer insight from over 600,000 shoppers and the feedback it has received since its early 2011 launch. And the design process for each garment is led by its “guiding maxim: Easy pieces. Smart details. Enduring style.”

So what has this all resulted in? Some 53 ready-to-wear items, with 24 of them being year-round Essentials and 29 being seasonal. The offer includes 15-gauge cashmere knitwear, “modernised” Oxford shirts, Japanese selvedge denim, and single- and double-breasted overcoats in virgin wool and cashmere blends. 

Most of the pieces were made in Italy with others constructed in Portugal and, of course, the denim being made in Japan. Prices start at £55 for T-shirts, through to £875 for a leather aviator jacket.

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