Today, Mr. Porter rides a killer wave with the launch of Gone Surfin’, a new exclusive series of capsule collections that pay homage to the rich history and tradition of global surf culture. The luxury menswear online retailer has tapped 15 different brands–including Miansai, The Elder Statesman, and Saturdays NYC–to create 171 unique pieces for the collection.
The capsules cover all grounds of surfing attire. The Elder Statesman collaborated with Deepest Reaches surf shop owner Kyle Albers for tie-dye tees, board shorts, and sports socks, while Outerknown channelled the archives of surf filmmaker Bruce Brown for earth-toned hoodies and drawstring shorts.
Gone Surfin’s participating brands feature those familiar with surf-wear and others that are branching into new territory. Reyn Spooner and Go Barefoot have been heralded for their Hawaiian shirts since 1956 and 1957, respectively, while the younger Noon Goons has a streetwear focus. With no one way to encapsulate surf culture, each brand has incorporated its own personal twist, saluting the ritualistic sport and its accompanying subculture.
According to Mr. Porter Buying Director Sam Kershaw, the appeal of the collection is not limited to surf aficionados. “In our celebration of surf culture, we collaborated with an expansive and defining group of surf-minded partners, each with their own unique voice, history and engagement with the surfing lifestyle,” he said. “The collection is wide-ranging and the appeal is universal; both for our customers who are surf zealots through to those who like to embrace the casual style.”
To introduce the collection, Mr. Porter is launching a global campaign in partnership with South African pro surfer Michael February. An accompanying social media campaign will also feature surfers around the world, solidifying the global reach of the sport.
Mr. Porter’s Gone Surfin’ capsules are now available online.
prev link: https://www.crfashionbook.com/mens/a33132169/mr-porter-gone-surfin-multi-brand-capsule/
createdAt:Fri, 03 Jul 2020 15:00:14 +0000