Salle Privée website

MODERN CLASSICS: Salle Privée, a new luxury men’s wear label offering a highly curated edit of classic pieces, has launched online via its own e-commerce site.

The Amsterdam-based brand is the brainchild of Patrick Munsters, creator of contemporary label Scotch & Soda. It will adopt a direct-to-consumer approach, selling globally through its own Web site and retail store in Amsterdam, which is set to open later this year. There are also plans to roll out shops in other key markets as the label expands.

“What I wanted to create wasn’t about fashion, it’s about good quality and a seasonless wardrobe,” said Munsters, pointing out that in an over-saturated fashion market he finds that more and more consumers are on the lookout for “trend-less” classic pieces.

Munsters traveled to Italy to work on the first Salle Privée collection with Ulrika Lundgren, designer of the women’s ready-to-wear brand Rika, who partnered with him on the label’s creative direction. The two produced the full range in a factory outside Venice, which also works with big Italian labels like Jil Sander and Prada.

The inaugural collection features a neutral palette of navys, grays and camels, and adds a modern, minimalist sensibility on men’s wear classics from double-breasted wool coats and denim trousers to suiting. Trousers are made to look more contemporary with a slimmer fit, while suits are layered under turtleneck sweaters and coats are meticulously crafted. Each style will be carried over as the brand’s ethos revolves around avoiding trends and adopting a seasonless approach.

The brand also aims to communicate personal stories about style and to do so has tapped a series of men of different backgrounds to feature in its first campaign and act as its ambassadors. Each shares his relationship with style and clothes in short videos featured on the Web site.

Photographer Wayne Maser, for instance, reminisces about shooting for American Vogue at the beginning of his career and being sent to have a suit made. Artist Robert Kelly, interior designer David Netto and children’s fiction writer Paul Kane are among the men who will be featured on the label’s site next.

Munsters also plans to add categories as Salle Privée grows, with a perfume already in the works.