Proenza Schouler first store

After 10 years in the business, Proenza Schouler, the influential designing duo Lazaro Hernandez and Jack McCollough, who met at the Parsons School of design, finally opened their very first store in Madison Avenue, New York. The location may have come as a surprise to those who consider the brand to have a “downtown” aesthetic, but Hernandez told WWD (Women’s Wear Daily) that “It just felt wrong in a good way to open Uptown”, and continues: “the reality is that the clothes are expensive and the customer is here.”

“With our own store, we’ll have the opportunity to show our whole expression of the brand.” Lazaro Hernandez

The 2,000 square foot store is designed by the architect David Adjaye and WWD reports that it is “edgy and sophisticated but not overtly feminine”, as well as “a two story matrix of Proenza Schouler cool”. On the other hand, Hernandez characterizes it as being “made out of a sidewalk” mostly because of its concrete walls and exposed pipes. The highlights of this store are the cactuses and the displays of beams and accessories on steel shelves. Moreover, the first window installation is created by McCollough’s sister, Kate, showing a blue python PS1 bag sitting in a block of ice.

The store offers exclusive items and the designers have also other plans, such as launching a denim line. One of the label’s biggest investor, Andrew Rosen, recently announced that a boutique in Soho is next on the agenda. “[Opening a store] is definitely a grown-up move and being on Madison is that much more grown-up.” Hernandez stated. Now, there is only left to see if the Proenza Schouler “boys” will manage to retain their big success in the years to come.

Proenza Schouler was the winner of the 2011 CFDA Womenswear Designer of the Year Award.

Yiota Dendrinnou
Photos by Lexie Moreland Courtesy of WWD