Proenza Schouler‘s first store delivers on everything the not-so-young brand promises. For the two-story boutique on the Upper East Side, the duo imported a disparate, downtown aesthetic, complete with raw concrete, exposed beams, metal shelving, and a graphic triangular motif. Just because the store sits in the vicinity of Gucci and Cartier doesn’t mean it shares any pretense of luxury.
What Proenza Schouler does share with its neighbors is price—one reason Lazaro Hernandez and Jack McCollough chose to open their first outpost uptown. For a brand so enamored with “cool” silhouettes, i.e. scuba and samurai, customers might be surprised how in keeping some of the styles are with the area. Colorful collarless wool jackets and oversize crocodile PS1 satchels are perfectly polished, leading you to wonder how a leather jacket or printed crop-top from the same collection would fare.
That’s the appeal of Proenza Schouler. The label doesn’t traffic in prosaic categories like “uptown” or “downtown.” All it needs is a little concrete to break the mold.
Proenza Schouler, 822 Madison Avenue, New York City