LONDON – Ports is joining the see-now, buy-now crowd with the launch of a contemporary line known as Ports V, designed by the brand’s men’s wear creative director Milan Vukmirovic.

As part of the change in strategy, Ports 1961 men’s wear will not stage a fashion show in Milan in January.

The new label will feature bi-monthly, unisex capsule collections in an effort to be more reactive to a millennial customer base “for whom newness, exclusivity and accessible price points are integral to their contemporary fashion experience,” the company said.

“Finally, it seems we are able to reject previously accepted doctrine and provide the consumer with exactly what they want, when they want it, rather than be dictated to by show calendars, market schedules and delivery times,” said the designer.

Ports V will be focused on e-commerce, and the plan is to work in partnership with selected digital platforms. The first capsule drop is planned for March and will be announced via the brand’s social media platforms.

The brand added that the e-commerce-driven Ports V label “emphasizes our commitment to engage with a new generation, at more accessible price points, as predictably they will be our core consumer in the next decade.”