Mr. Porter launches own label, Mr P.

London - Mr. Porter, the menswear platform developed by Net-a-Porter, has launched Mr P., its own in-house label.

Launching online on Mr. Porter on November 7, Mr P. was developed by a team of in-house designers and offers year-round collections created around the future of classics. Mr Porter tapped into seven years of customer insights and feedback, as well as shopping patterns it has followed from its customer base since launching in February 2011 to create its own label.

Mr P.'s main line will focus on an essentials range of core staples, which will be supplemented by five limited-edition capsule collection drops per year. Each one of these will be trend-driven, seasonal and said to be inspired by leading present and former style icons.

"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," commented Toby Bateman, Managing Director, Mr. Porter. "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."

The first Mr P. collection launch includes 53 items across the ready-to-wear range, including 24 core styles which will be available all year round and 29 seasonal styles within the debut capsule collection. Standout pieces 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 items in the collection have been in Italy, with selected items produced in Portugal and Japan. Prices for the collection range from 65 euros for a t-shirt to 1000 euros for the capsule's leather aviator jacket. "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," added Bateman.

The second limited-edition Mr P. capsule is set to launch in February and will be followed by a third in April. Mr P. is set to launch shoes and accessories for AW18.

Photo: Mr Porter