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Why Brands Are Tapping Unconventional Partners for Big Collaborations

Why Brands Are Tapping Unconventional Partners for Big Collaborations

In July, Mr Porter took over an edgy bar on New York’s Lower East side to celebrate the launch of its newest capsule collection. Super fans drove for hours for the event, which by the end of the night had spilled out into a block party.

Mr Porter’s buzzy collaborators? Not the creative team of a luxury brand, but Lawrence Schlossman and James Harris, co-hosts of the cult menswear podcast Throwing Fits. The 70-piece collection — which…


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