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A Lower-Priced Brand From Proenza Schouler Is On the Way

The label just announced it's launching a diffusion line.

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Chloe Sevingy for PSWL, Proenza Schouler’s more affordable collection of wardrobe staples.
Chloe Sevingy for PSWL.
Photos: Proenza Schouler

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You’ll soon be able to throw some Proenza Schouler into your closet without dropping thousands of dollars or impatiently waiting for a fast-fashion collab or sample sale. Today, the New York-based womenswear line announced the launch of PSWL (Proenza Schouler White Label), a new in-house collection of easy-to-wear wardrobe staples with a significantly lower price point.

The collection will dive headfirst into categories the main line has only touched on in the past, consisting of things like denim, T-shirts, sweatshirts, and casual outerwear, all inspired by a handful of different references, from early Powell Peralata skate videos to the graphic work of Guy de Cointet to Harmony Korine’s Kids.

Chloe Sevigny for PSWL

But how much will it coast? The printed T-shirts, tops, and sweatshirts start at $195, with denim and trousers at $290 and outerwear at $575. Not cheap for basics. But if you’ve long been a fan of the brand and haven’t had, I don’t know, $900 for a sweater, PSWL feels like a good, relatively attainable solution.

While the full collection isn’t out until November 6th, the brand rolled out a slew of teaser images featuring Chloe Sevigny in a few key pieces to bring the grungy skate and youth culture vibe to life. There’s a lot of bold colorblocking going on, with graphics on belts and T-shirts, rugby-like sweatshirts, high-waisted denim skirts and jeans, camo pants, and a denim jacket with what looks like white shoelaces tied through.

Chloe Sevigny in a denim jacket and jeans for PSWL.
Chloe Sevigny in a shirt from PSWL.

“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,” designers Jack McCollough and Lazaro Hernandez shared in a press release. “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.”

You can shop the collection both in stores and online at starting November 6th. In the meantime, keep your eye on this space for the most up-to-date information — and a full look at the collection — when it becomes available.