Proenza Schouler launches PSWL

 

Proenza Schouler is very pleased to announce the launch of PSWL.

As a very welcome extension of the ready-to-wear collection, PSWL is an in-depth development of categories Proenza Schouler has touched on over the years: denim, t-shirts, sweatshirts and casual outerwear. 

The collection is composed of everyday wardrobe staples and riffs on a set of references explored in past Proenza Schouler collections: from early Powell Peralta videos to the graphic work of Guy de Cointet, from Harmony Korine’s Kids to the work of friends like Dan Colen.

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. A more casual lifestyle has always been true to who we are as individuals, and true of many women in our lives. We are excited to finally have an entire range of easy, more casual things to offer alongside the more crafted and fashion-focused pieces that we have explored in the past and will continue to design. With PSWL we feel that we can now address both ends of the spectrum in a way that feels totally authentic to us and relevant to the way people dress today.”  -Jack McCollough and Lazaro Hernandez

PSWL refers to a differentiating characteristic of these garments: Proenza Schouler’s white label. PSWL items are branded with a white cotton label printed with a black Proenza Schouler logo. For reference, the brand’s runway items feature a black satin label with a blue jacquard logo.

Proenza Schouler will first launch PSWL as a special project this Spring 2018 season in creative collaboration with several longtime friends and stockists. There will be two deliveries for its first season, one in November 2017 and one in January 2018. Starting with Fall 2018, a monthly delivery cadence will be established with a wider, global scope of distribution.

Prices start from €210 / 190£ for printed t-shirts and sweatshirts, €285 / 265£ for denim and casual trousers, and €560 / 510£ for outerwear.

The first PSWL delivery drops in Proenza Schouler’s global network of retail locations, including its two New York stores and on proenzaschouler.com, on Monday, November 6, 2017. Additionally, the collaboration extends via creative presentations with select global retailers including Nordstrom, The Webster, Lane Crawford, Boontheshop, Isetan, Le Bon Marché and 24 Sèvres, Browns, TSUM, Beymen, Boutique 1 and Farfetch.

Courtesy of Proenza Schouler




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