Off-White Again Launched A Joint Series Of Objects Is Men'S Clothing Business Mr. Porter

Off-White is about to release a joint capsule series of up to 44 single items with the men's business Mr.Porter, entitled "Modern Office (modern office)".

This series includes embroidered linen windbreaker, deep Khaki suit, T-shirt printed with Class of 2013, all kinds of matching trousers, and even iPhone X protective sleeve.

The so-called limited joint name may not reach the peak of the industry in Off-White.

The 44 number can almost catch up with some brands' early spring and early autumn series. You probably haven't seen so many kinds of capsules.

At first, the capsule series with classic essential items as the selling point has been equated with all kinds of fashion brand limited joint series.

The cooperation with retailers is more common in men's wear market, and is commonly seen in sports brands and fashion shops.

This is because these shops are running a group of people who are different from most male consumers. They hope to get a unique exclusive product.

With the expansion of men's wear market, this kind of cooperation has evolved to a larger scale.

Fiona, the purchasing director of Mr.Porter, said in an interview with BoF that Off-White is one of the most popular brands on the platform, hoping to attract young consumers who aspire to unique street clothing through this cooperation, which is the most active part of the men's wear market nowadays. Firth

Mr.Porter is the menswear platform of Yoox Net-A-Porter (YNAP), a luxury electric supplier of the group. Its clothing sales also reflect the trend that the luxury market, especially men's wear, is being affected by the trend of the street.

Firth said that although people who buy Tom Ford and Loro Piana may not be Off-White customers, "but it doesn't matter, they will soon become LV customers."

This month, LV men's wear, which recruited Off-White designer Virgil Abloh as creative director, will be his first brand design in retail channels.

Despite its appearance as a capsule series, the large-scale cooperation between Off-White and Mr.Porter has obvious characteristics of men's clothing market. It is more like the exclusive style of the sports brand Champion and the Urban Outfitter of the US trend retailer, which are not widely distributed each quarter, but only for printing and color.

This "modern office" series is also more introverted from design, and tends to be basically dressed instead of Off-White's usually oversold printed sweaters and coats.

From the perspective of expanding the speed of men's fashion market, Virgil is in front of most people.

In January 14th, he continued to publish two pictures on Instagram, announcing that his first series of personal jewellery brands will be inspired by paper clips and released at the end of this month in Paris.

Author: Zhu Kailin