Mr. Porter is living the California dream.
Today, the global e-commerce retailer launches its Made in California collection comprising 115 pieces by 12 streetwear-leaning brands based in the Golden State.
Highlights from three L.A. brands include an Amiri $15,000 hand-embroidered crystal palm tree biker jacket, an Elder Statesman cashmere "Palm Springs" T-shirt and a Second/Layer zip-front, 1950s throwback-style windbreaker.
Sam Lobban, Mr. Porter's buying manager, says he saw lots of California inspiration on the spring/summer 2017 menswear runways. "You could draw lines back to easy West Coast styles, whether it was designers mining '90s skate and sportswear references, '50s and '60s surf or grungier rock 'n' roll styles. The color palette, too, dusty pinks were all over the place, as well as other colors reminiscent of an L.A. sunset."
Mr. Porter was already selling several of the brands represented in the Made in California capsule, including Simon Miller denim, sourced for this collection in pastel shades, and surf-skate staple Stussy's Hawaiian print shirts. But Amiri, Second Layer and Noon Goons were new discoveries brought on especially for the project, which has been a year in the making.
The California look "is something we think the global customer will be into," Lobban says. "The prevailing casual nature of menswear is still a very West Coast vibe, through from L.A. to San Francisco. Plus, it's rather jolly."
California also happens to be the second-biggest market for the retailer, a fact it plans to celebrateWednesday night with a bash at a kitted-out "Mr. Porter Motel" on Hollywood Boulevard.