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Mr Porter readies in-house menswear brand

Mr Porter

Online luxury retailer Mr Porter will bow its very own brand, a menswear label that has been seven years in the making, and looks to boast the British e-tailers global sales.

Designed internally by the Mr Porter team, the first ‘Mr P.’ collection comes inspired by artist and style icon Lucien Freud. Up close, the new line includes 53 apparel items, made up of 24 ‘Essential’ styles — available for shoppers to purchase all year-round – as well as 29 seasonal styles that change.

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For next week’s launch, key pieces will include cashmere knitwear, Oxford shirts and Japanese selvedge jeans, as well as are technology-infused travel blazers that are crinkle and water-resistant, and single- and double-breasted overcoats

Using quality materials such as virgin wool and cashmere, the luxury basics collection was made mostly in Italy, with select items made in Portugal, and the denim in Japan.

Pricing will range from £55 for the core T-shirts, through to £875 for the capsule’s leather aviator jacket.

In designing the line, the British multibrand retailer used online data taken from seven years of customer insights (it has more than 600,000 shoppers to date) to locate key trends and tastes, as well as what’s missing in today’s luxury men’s market.

“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,” said Toby Bateman, Mr Porter’s managing director.

“The launch of Mr P. has 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.”

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More than a once-off collection, however, a second Mr P. capsule is slated to launch in February 2018, followed by a third in April. Meanwhile, Mr P. will introduce shoes and accessories for Autumn/Winter 2018.

The debut Mr. P collection is available online exclusively via Mr Porter from 7 November 72017.

Launching online in February 2011, Mr Porter is part of retail conglomerate YNAP Group, and is the brother arm to Net-a-Porter.