EXCLUSIVE: Mytheresa to Launch Men’s Wear for a Post-Streetwear World

LONDON — This is a man’s world, to borrow from James Brown, with big retailers such as Harrods, Harvey Nichols and Selfridges casting fresh eyes over their men’s fashion floors and expanding their spaces to cater to a brand-conscious generation. Online players such as Mr Porter, Matchesfashion.com, Farfetch and the British site Endclothing are making more space for sneakers, men’s capsules, exclusive products and limited editions, while the Paris men’s show schedule is back-to-back, with new international names and hot contemporary labels that show men’s and women’s wear alike. Mytheresa, which until now has sold women’s wear only, is vaulting into the arena with a gutsy proposition to deliver a new elegance to the category, complete with a lineup of luxe brands, tailored clothing and price points suited to shoppers with deep pockets. Where other retailers may be stretching their offer or floor space to include more streetwear, T-shirts, sneakers, grooming products and entry price points, Mytheresa is taking a different direction in the belief there is untapped demand for a new take on the classics and a more formal attitude. Michael Kliger, president of Mytheresa.  Courtesy While Mytheresa’s offer will include sneakers and lots of casualwear, anyone looking for pure streetwear will be let down. “It’s

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