Sid Mashburn is taking the plunge into wholesale.
The Atlanta-based designer and retailer has teamed with Mr Porter on a collection of elevated tailored clothing, sportswear, footwear and accessories that will launch on the site today. The capsule will be sold on Mr Porter’s e-commerce site as well as in Mashburn’s five stores in the U.S.
Mashburn, a veteran of Ralph Lauren, J. Crew, Tommy Hilfiger and Lands’ End, created his own brand in 2007 alongside his wife Ann, a former editor at Condé Nast. The brand expanded into women’s wear in 2010.
Mashburn said Sam Kershaw, Mr Porter’s buying manager, reached out to him last summer and said he was interested in potentially doing something together. “He liked and appreciated our brand and what we stood for,” he said. They met in New York and then at Mashburn’s flagship in Atlanta, which cemented the deal. The Sid Mashburn label offers a contemporary take on American traditionalism.
Mashburn knows that wholesaling is a different ballgame and admitted he’s “a little nervous and a lot excited” about the launch. But he has experience in direct-to-consumer businesses with Lands’ End and J. Crew and has also built an online business for Sid Mashburn, so he’s comfortable with working with the e-commerce site.
He was also impressed with the editorial content included on Mr Porter that he believes will add value to the shopping experience.
Mashburn said the collection will represent every classification that the brand offers. “It’s not a narrow focus,” he said. “We like to be as egalitarian as possible.” So there will be suits, sport coats, dress shirts, polos, sweaters, five-pocket pants and even a couple of models of shoes. “Mr Porter did a fantastic job editing,” he said.
Kershaw said: “As longtime admirers of Mr. Sid Mashburn’s work, we are proud to be the first multibrand retailer for his signature designs. We know that modern tailoring is integral to our customers’ day-to-day lives, so we are thrilled to offer something they can’t easily access anywhere else.”
Mashburn said he believes now is the right time to capitalize on the strength of the men’s market and the customers’ quest for information. “This is one of the better times for men’s wear that I’ve ever seen,” he said. “But guys don’t know if they should be wearing streetwear or a suit. We’re in the business of selling confidence so together with Mr Porter we’re in a unique position to help them.”