28 June 2021–MR PORTER, the world’s leadingonline destination for men’s style, announces the launch of
SmallWorld, a curated selection ofglobal, independent and diverse brands that celebrate craftsmanship, responsibly made products and local communities in a thoughtful and intentional way.

Debuting on 28June,Small World showcases 33 considered brands that are truly special by virtue of qualities such as their provenance, skilled heritage craftsmanship, their support of regional artisans or the use of recycled and low-impact materials.

An enduring thread to Small World is that the collection champions craftsmanship across a wide breadth of brands from across the world, each with its own pointofview. Of the 33brands,16 are new to MR PORTER. Of the
338considered products that will launch within Small Worldacross ready-to-wear, footwear, accessories, luxury watches, grooming and homeware, 184 are fully exclusive to the site.Collectively, Small World brings together communities from as far afield as Bali, Mexico, Tibet, Nigeria and Mali and thosesupporting local artisanal crafts in the US, UK, France, India, Portugal and Japan.

New to MR PORTERSmall Worldbrands:

  • Portuguese Flannel, Blackhorse Lane Ateliers, Bornn, Chamula, Cooperative Djiguiyaso, Double Eleven, Noma t.d., Échapper, Jungmaven, Norlha, Post-Imperial, rrress, Slowdown Studio, Space Available, Stòffaand True Tribe.

Additional Small World brands, previously available on MR PORTER:

  • 11.11/eleven eleven, Auralee, Bovet, By Japan, De Bonne Facture, Emma Willis, George Cleverley, InisMeáin,Laboratory Perfumes, L’Objet, Peyote Bird, R+D.Lab, SMR Days, SSAM, Story Mfg., Tata HarperandTricker’s.

Each Small Worldbrand will also sit within MR PORTER’s newly launched Craftsmanship Code,an evergreensection of the site designed to champion productsmade by brands that make a positive contribution to their communities and operate with environmental and social considerations at the forefront of their design and business decisions.

Each featured brand must demonstrate they meet this foundational principle through a series of assessments and in addition, each product is required to meet one or more of the following guiding principles:

  • Heritage craft–products made by skilled artisans who practise time-honoured techniques to preserve and protect the accumulation of knowledge and skills that have been passed down through generations
  • Future craft – products made usinginnovative materials, processes and technologies designed to make efficient use of resources, reduce pollution or support healthy ecosystems
  • Made locally –products made with materials and manufacturing processes that directly benefit local communities through training, skills development and employment
  • Made to last longer – products built to last, designed to be repaired, re-loved or recycled
  • Made from considered materials – products made with lower-impact materials for a significantly reduced environmental footprint
  • Made with high standards of animal welfare – products supporting good animal husbandry and respecting widely recognised industry standards

The introduction ofthe Craftsmanship Codemarks MR PORTER’s ongoing commitment to champion artisanal product and skilled craft within its current and future buying strategy. The Craftsmanship Codehas been developed to celebrate craftsmanship, which requires an investment of time, skill and care at every stage of the production process. The result is products that the MR PORTER customer wants to invest in and care for and that have greater value and can be worn for longer.

“We are delighted to launch Small World and champion itsdiverserangeof brands, all of which have an incredible story to tell and a distinct craft sensibility to imbue within MR PORTER’s greater offering. The launch, along with the Craftsmanship Code, is very much in line with our 10th anniversary focuses of discovery, inclusivity, craftsmanship and community, and we aimed to seek out and spotlightdistinct productstories from some of our more established global brands through to nurturing smaller artisanal partners that are creating world-class product in time-honoured ways. As our customers remain curious and captivated by the narrative of a brand, and how its products are made, we’re thrilled to be delivering 33 nuanced stories within Small World.”

Mr Sam Kershaw, Buying Director, MR PORTER

MR PORTER will celebrate the launch with aglobal digital campaign from late June, along with dedicated editorial and social content across its global editorial platforms, includingonline magazine The Journaland its Instagram channel@mrporter.

Tolearn more about the Craftsmanship Code, please visit

The Small Worldcollection ranges in price from

£/€/$to £/€/$

For more information, please contact:

Ms Ellie Weatherseed|

Notes to Editor

The launch of Small World and the introduction of The Craftsmanship Codeare MR PORTER’s direct response to YOOX NET-A-PORTER GROUP’s commitment to Enable Better Choices within the Circular Culture area of its 2030 sustainability strategy, Infinity. Through Enable Better Choices, the Group is increasing the proportion of products available to its customers that are rated as more sustainable each year.

Infinity reflects the Group’s ambitious vision to create a more sustainable, circular and inclusive fashion systemthat connects people with the joy of luxury and fashion that lasts a lifetime and beyond. It is underpinned by 12 measurable commitments that connect to the United Nations Sustainable Development Goals across four areas: Circular Business, Circular Culture, Planet Positive and People Positive.

Explore YOOX NET-A-PORTER GROUP’s Infinity:

Read more about MR PORTER’s pledge here:


Since launching in February 2011, MR PORTER has established itself as the world’s leading, award-winning online destination for men’s style, with an unparalleled product offering from the best menswear and luxury brands, including categories that range from fine watches and lifestyle through to own labels, Mr P. and Kingsman.

MR PORTER produces unmatched digital and printed content across its shoppable online magazine, The Journal, and its bimonthly newspaper, The MR PORTER Post. In 2019, MR PORTER founded MR PORTER Health In Mind, a content and fundraising initiative in partnership with Movember, to raise awareness around men’s mental and physical health.

MR PORTER offers express worldwide shipping to more than 180 countries, including same-day delivery to New York, London and Milan, while providing a seamless shopping experience across mobile, tablet and desktop, with easy returns and multi-lingual customer care and personal-shopping teams who are available24/7, 365 days a year. MR PORTER is part of YOOX NET-A-PORTER GROUP.

For more information about MR PORTER and YOOX NET-A-PORTER GROUP and

Follow: Instagram @mrporter&@mrporterwatches / Twitter @mrporterlive / Facebook mrporterlive / YouTube mrporter / KakaoMR PORTER 미스터포터 / WeChat

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