Proenza Schouler Launches New Diffusion Line, PSWL

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 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 brand, Chloë Sevigny (left) fronts PSWL’s debut campaign in a lookbook lensed by her photographer boyfriend, Ricky Saiz.