Proenza Schouler to launch a line dedicated to casualwear

Proenza Schouler to launch a line dedicated to casualwear


Text: Andrea Sim

Proenza Schouler White Label hones in on the brand's laid-back wares

Have you ever handed a child candy and then attempt to pry it out of his grasp? News flash: It's a tall order. With ready-to-wear's casual turn in the recent years — what with trading in our heels for sneakers and bodycon dresses for T-shirts — the same principle forecasts the longevity of modern, sartorial comfort. Enter: PSWL (Proenza Schouler White Label), the American brand's line of casualwear born of such sentiments. 

"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," said designers Jack McCollough and Lazaro Hernandez of their decision to launch the line dedicated to denim, T-shirts, sweatshirts and casual outerwear.

A peek at what's to come:  

Proenza Schouler will launch PSWL come November 2017, with a second drop in January 2018.