Proenza Schouler Launches New White Label Diffusion Line

For lovers of the brand looking to make less of a dent in their wallet.
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Proenza Schouler is welcoming a new addition to its family. The New York-based label recently announced the debut of PSWL (Proenza Schouler White Label), an extension of its Ready-to-Wear collection.

Launching globally today, the PSWL collection is composed of elevated everyday wardrobe staples–denim, shirts, sweatshirts, and casual outerwear–based on references explored in past Proenza Schouler collections. The kicker? They come at a more accessible (depending on your spending habits) price point, ranging from $360 for printed t-shirts and sweatshirts to $1100 for outerwear.

Says Jack McCollough and Lazaro Hernandez: "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...”

Actress and long-time friend of the brand, Chloë Sevigny (left) fronts PSWL’s debut campaign in a lookbook lensed by her photographer boyfriend, Ricky Saiz.

Shop the collection here

View the collection below


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