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Proenza Schouler's Site Revamp is an Ode to Internet Culture

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Image via Getty

Proenza Schouler is launching its site revamp today, and the new look promises to be steeped in designers Jack McCollough and Lazaro Hernandez's love of online culture. As the latter told Business of Fashion, "We grew up with the internet. It's not something that we're worried about; it's not scary or some kind of magic box. It's an amazing tool that helps us communicate with our friends and family and do research. It's how we look at the world 90 percent of the time."


Image via WWD

The fact that they have embraced the weird world of the internet—as opposed to many older luxury brand's kicking and screaming approach to digital—is paying off. McCollough told BoF that, "Our [current] website is our biggest store in the world, even including wholesale," and he told WWD that they hope to double their online business in the coming year. Besides being a much more aesthetically interesting experience, the new site will offer an expanded accessories lineup as well as select runway pieces before rolling out more ready-to-wear later this year.
· Armed With New Site, Proenza Schouler is Building a Luxury Brand for Today [BoF]
· Proenza Schouler Revamps Site [WWD]
· Proenza Schouler's Spring Collection Was Inspired by the Internet [Racked]