Proenza Schouler opens second New York store

By

Florent Gilles

Published
Oct 8, 2013

New York label Proenza Schouler surprised the fashion world when it opened its first store on Madison Avenue, territory typically dominated by the big luxury names. Now, Proenza Schouler has opened its second store in the trendy down-town neighborhood of SoHo. At 121 Greene Street, the label behind the infamous PS1 bag rubs shoulders with Louis Vuitton, Apple and new-arrival, Saint Laurent.

Designed by Adjaya Associates, the SoHo store is larger than the first and spreads across three floors, measuring 230m² in total. At the flagship, customers are able to shop ready-to-wear, accessories and footwear from the brand.

The company has seen between 10 and 20 million dollars injected into its capital since Valentino Fashion Group sold its 45% stake to a group of investors which included Theory and Helmut Lang CEO Andrew Rosen ion 2011. Freshly out of Parsons, Lazaro Hernandez and Jack McCollough launched Proenza Schouler in 2002, with department store Barney’s buying the duo’s senior these collection.