MR PORTER's own label Mr P. launches

MR PORTER has formally launched its first own label; Mr P. was created by a team of in-house designers based on feedback the luxury men's platform has received from the 600,000 customers it has amassed since its launch seven years ago.

Mr P. will comprise a year-round collection of "future classics" supplemented by five trend-driven seasonal capsule collections throughout the year. Each capsule will be inspired by a style icon past or present with the November launch capsule inspired by the postwar "School of London" artists, during their prime in 1960s Soho, London.

The launch collection spans 53 items across ready-to-wear, including 24 "Essential" styles available year-round and 29 seasonal styles within the debut capsule. Key items include: 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 collection is made in Italy, with select items made in Portugal, and the denim in Japan. Pricing will range from €65 for the core T-shirts, through to €1,000 for the capsule’s leather aviator jacket.

MR PORTER managing director Toby Bateman said: "At MR PORTER, we are – first and foremost – product people. 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,” he added.

The second Mr P. capsule will drop in February, followed by a third in April, while shoes and accessories will be launched for AW18.

To mark the launch the etailer has released short films with inspirational and creative men talking about their work and their approach to dressing, such as Paris-based chef James Henry and London-based artist Tom Campbell.