The brand’s second line will be more casual (and more affordable)
If there’s one label that knows how to make your basics better, it would be the boys of Proenza Schouler. Jack McCollough and Lazaro Hernandez are launching a second, more casual line of essentials that will be a bit of a departure from their dressier ready-to-wear collection. Called Proenza Schouler White Label, the line will focus on utilitarian outerwear, denim, t-shirts, and sweatshirts. And better to model it than Chloë Sevigny, a personal friend of the designers, with photos taken by her boyfriend Ricky Saiz.
“It has always been a goal of ours to fully develop a well-rounded and balanced collection that mixes the high-end with the everyday in a way that speaks to both many of our personal friends, and to the designer customer we’ve developed over the years,” said McCollough and Hernandez in a release.
PSWL will launch at first with a limited distribution available in two drops — the first on November 6 and the second in January 2018. Wider distribution is set to begin next year in fall 2018.
As Vogue points out, McCollough and Hernandez are a bit late to the party when it comes to having a more accessible second line. Alexander Wang has had T by Alexander Wang since 2009, and Elizabeth and James, Mary-Kate and Ashley Olsen’s sister collection to The Row, has been around since 2007. Why now?
“Things like T-shirts, jeans, and sweatshirts really are just a part of the way people dress these days,” they told Vogue. “It started to feel wrong to us that we weren’t exploring these types of garments within the context of the collection.
Prices will start at $195 for a printed tee and increase from there. See Chloë Sevigny model the collection here.