MR PORTER launches "Small World" to celebrate craftsmanship and sustainability
On Monday 28 June MR PORTER is launching "Small World" to celebrate craftsmanship, responsibly made products and local communities on a global scale, showcasing 33 considered brands, 16 of which are new to the online destination for men’s style.
The curated selection of global, independent and diverse brands have been selected for qualities such as provenance, skilled heritage, their support of regional artisans or the use of recycled and low impact materials.
In this its 10th anniversary year, in addition to Small World, MR PORTER is introducing the "Craftsmanship Code", hailing small brands while driving its sustainability credentials. It marks MR PORTER’s ongoing commitment to champion artisan product and skilled craft within its current and future buying strategy.
There are 338 products launching within Small World across ready-to-wear, footwear, accessories, luxury watches, grooming and homeware, and 184 are fully exclusive to the site. Collectively, Small World is bringing together communities from as far afield as Bali, Mexico, Tibet, Nigeria and Mali and those supporting local artisanal crafts in the US, UK, France, India, Portugal and Japan.
New brands to MR PORTER for the "Small World" capsule include Portuguese Flannel, Blackhorse Lane Ateliers, Chamula, Double Eleven, Jungmaven, Stòffa and True Tribe.
Highlights from the collections include Double Eleven’s reversible camouflage print field jacket, which has been upcycled from a very rare 1956 Belgian military half tent that traditionally would have converted from a poncho to a whole shelter system for troops. There’s also Portuguese Flannel’s camp collar shirts, which are hand embroidered with different motifs by artisans in northern Portugal using exclusive fabrics.
Sam Kershaw, Buying Director at MR PORTER, said: “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.
“The launch, along with the Craftsmanship Code, is very much in line with our 10th anniversary focuses of discovery, inclusivity, craftsmanship and community. 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 online magazine The Journal and its Instagram channel @mrporter.