Stylish, yet understated. Simple, but full of detail. Our new brand has finally arrived.

Why launch our own brand? At MR PORTER, our buyers and editors have spent the past six years seeking out the best design from across the globe. We’ve seen good ideas come and revolutionise the field of menswear. We’ve admired the myriad details that can transform tried-and-tested classics – the white shirt, denim jeans – into ingenious new variations on the form. We’ve seen what you buy, listened to your feedback, and sympathised with your concerns. This one in particular: for every new thing that crops up on the rails, another favourite has disappeared. We’ve thought: if only fashion could be a bit more... reliable.

This is where the new Mr P. label comes in. It not only embraces current trends, but proposes a permanent collection of new classics that belong in every man’s wardrobe. We’ve worked hard to create superior versions of garments that you know and love, from the perfect T-shirt, to an ultra-fine cashmere sweater, to a coat that you can throw on like a cardigan, and a selection of Japanese denim. It’s a range of clothes that we ourselves have always wanted: stylish, yet understated; simple, but full of the small touches that matter; affordable, but made to the highest standards, in partnership with the world’s best suppliers and manufacturers.