Mr Porter launches own label Mr P.

Two years ago, Mr Porter, the men's counterpart of high-end e-tailer Net-a-Porter, introduced an apparel line called Kingsman. Designed in tandem with the Kingsman film, the 60-item collection epitomised a quintessentially British style. As the film's sequel was released, Mr Porter's styling team was at it again, creating a new collection based on the sequel’s costume design.

It was a first toeing of the waters, which seemingly allowed Mr Porter to assess the potential for launching its own brand, called Mr P. and, as already heralded on the site, available from 7th November. The line will consist of a series of regular essentials, and of five capsule collections per year. The first of them will based on the work of London artist Lucian Freud.

Mr Porter indicated that the line was designed internally, based on the feed-back of 600,000 consumer surveys carried out on the website in the last 7 years. It features a premium price positioning, in line with the website's overall positioning. T-shirt prices start from €65, and an aviator leather jacket from the first season's collection will be on offer for €1,000.

"The first Mr P. collection includes 53 ready-to-wear items, 24 of which are essentials, available throughout the year, and 29 are seasonal articles, making up the first capsule collection. Among the collection's distinctive items, there are cashmere sweaters, reinterpreted shirts, Japanese stitched denim, water-resistant microfibre blazers, as well as wool and cashmere blend overcoats, single or double-breasted," wrote the company in a press release, adding that "the majority of the articles are manufactured in Italy, some of them in Portugal, and the denim fabric in Japan."

A second Mr P. collection has already been announced for next February, and the label is also working on footwear, available from the Autumn/Winter 2018.

Mr Porter is part of the Yoox-Net-a-Porter group, which in 2016 generated a revenue of €1.871 billion.

Mr Porter launches own label Mr P.

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