At the time, Monocle operated stores in Toronto, Los Angeles, London, Tokyo, Merino, Hong Kong, and Switzerland, as well as an e-commerce site with international shipping. All products were previously co-branded collaborations with high-end boutique brands. The next step in expanding Monocle’s retail footprint was to create a private-label line for wholesale distribution.

Positioned as a global tastemaker, Monocle developed an in-house product line to strengthen brand authority and broaden its retail offering. Insights from prior collaborations and extensive consumer research informed opportunity spaces and guided the initial assortment. The strategy aligned design and functionality with Monocle’s editorial voice, resulting in a collection that felt distinctly Monocle while appealing to a global audience.

The private-label line launched with timeless essentials, including Japanese-made socks, Portuguese-crafted shirting, and a versatile Moleskine jacket. A strategic communication framework was introduced to unify the collection across retail, editorial, and digital channels, ensuring every touchpoint reflected Monocle’s lifestyle positioning. Today, the collection remains one of Monocle’s most profitable offerings, refreshed seasonally to maintain cultural relevance.