If Alexander Wang has T and Alexander McQueen has McQ, Proenza Schouler now has PSWL. The New York-based label just announced the forthcoming arrival of its second line, which will act as an extension to its ready-to-wear collection and bring in price-conscious everyday staples that don’t stray away from the house’s urbanite codes.
Launching in stores, e-tailers like Farfetch and Nordstrom, as well as its own e-commerce platform come 6 November, PSWL’s inaugural collection includes elevated, street-tinged basics inspired by close friends of Proenza’s design duo Jack McCollough and Lazaro Hernandez. These include style icon Chloë Sevigny, director Harmony Korine, and the women in Proenza Schoulet’s office.
Cue: A mélange of casualwear that doesn’t scale back on its cool quotient, and is most evidently on trend — offering takes on current obsessions for logomania and utilitarian-edged pieces. Prices start from S$360 for printed tees and sweatshirts, S$490 for denim and casual trousers, and S$1,100 for outerwear.
“Things like T-shirts, jeans, and sweatshirts really are just a part of the way people dress these days,” the pair admitted to Vogue. “It started to feel wrong to us that we weren’t exploring these types of garments within the context of the collection. We’ve always wanted to be a one-stop shopping destination for those who respond to the work we do, and without offering this other end of the spectrum as part of their shopping experience, it somehow, to us at least, felt incomplete. With PSWL we hope to have solved that.”
Enlisting Sevigny as the face of the lookbook and her photographer boyfriend Ricky Saiz lensing the film-developed shots, the doyenne looks right at home as she prances around New York’s nooks and crannies in pieces from the new line — a baby pink raincoat, a tied denim jacket paired with matching jeans, signature Proenza Schouler shoelace ties, and an extra long belt spelling out the brand’s name.
PSWL’s first collection will be available at Proenza Schouler’s Hilton Shopping Gallery boutique in two deliveries (November 2017 and January 2018), as well as online on Farfetch, Nordstrom, The Webster, Lane Crawford, and its own site come 6 November.