Mr Porter, the luxury menswear webstore owned by YNAP, has unveiled a new platform called Small World, dedicated to showcasing artisans. This curated selection of brands aims to celebrate craftsmanship, responsible production, and local communities in a thoughtful and intentional way. With the luxury market becoming increasingly crowded, Mr Porter’s Small World offers a unique range of brands that stand out due to their provenance, heritage craftsmanship, support of regional artisans, and use of recycled and low-impact materials.
Small World features 33 carefully selected brands, with 16 of them being new additions to the Mr Porter platform. Together, these brands offer a total of 338 products across various categories, ranging from ready-to-wear and footwear to accessories, luxury watches, grooming, and homewares. Notably, 184 of these products are exclusive to Mr Porter.
One of the main goals of Small World is to bring together communities from around the world. The brands featured on this platform come from diverse locations such as Bali, Mexico, Tibet, Nigeria, Mali, the US, UK, France, India, Portugal, and Japan. Among the new brands showcased on Mr Porter are Portuguese Flannel, Blackhorse Lane Ateliers, Bornn, Chamula, and Rrress, while established brands like Auralee, Bovet, and Tricker’s are also part of this initiative.
All the brands featured in Small World adhere to Mr Porter’s newly launched “Craftsmanship Code,” which promotes brands that have a positive impact on their communities and prioritize environmental and social considerations in their design and business decisions.
Sam Kershaw, Buying Director at Mr Porter, expressed that the launch of Small World and the Craftsmanship Code align with the company’s 10th anniversary objectives of discovery, inclusivity, craftsmanship, and community. The aim is to showcase the unique product stories of both established global brands and smaller artisanal partners who create world-class products using traditional methods. According to Kershaw, customers are increasingly drawn to a brand’s narrative and the way its products are made.
To support the Small World launch, Mr Porter has also introduced a new campaign and dedicated editorial and social content across its global platforms, including its online magazine The Journal and Instagram channel. Through this campaign, Mr Porter aims to further highlight the brands and their unique stories, engaging and captivating customers.
With Small World, Mr Porter solidifies its position as a destination for discerning luxury consumers who appreciate craftsmanship, sustainability, and supporting local communities. By championing these brands and their stories, Mr Porter offers a distinct and compelling shopping experience that sets it apart in the competitive luxury market.
Useful links:
1. Mr Porter
2. The Journal
