Proenza Schouler Launches Secondary Label PSWL

by Paige Reddinger

Proenza Schouler fans, rejoice! The luxury label has announced the launch of PSWL, Proenza Schouler White Label, a new secondary line meant to offer casual, everyday clothing at more accessible prices. The new line will be an extension of its ready-to-wear collection and will offer pieces like printed t-shirts and sweatshirts that start at $195, denim and casual trousers for $290, and outerwear for $575. The priciest item in the collection will retail for $1,195.

“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 designers Jack McCollough and Lazaro Hernandez in a joint statement. “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.”

The new line is inspired by themes explored throughout Proenza Schouler’s ready-to-wear collections since its inception including Powell Peralta skate videos, Guy de Cointet’s graphic work, Harmony Korine‘s Kids, and the work of the duo’s friends including artist Dan Colen. Korine muse Chloë Sevigny is the face of the new campaign for PSWL.


The line will launch for Spring 2018 as a special project and creative collaboration with the brand’s friends and stockists. The first delivery drops next month, and the second in January 2018. A monthly delivery system will begin with Fall 2018 with a more global distribution. The official drop date for the debut pieces is November 6th in Proenza Schouler boutiques and online at PSWL will also be carried by retail partners including The Webster, Lane Crawford, Boontheshop, Isetan, Le Bon Marché and 24 Sèvres, Browns, TSUM, Beymen, Boutique 1, and Farfetch.


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