Jack McCollough and Lazaro Hernandez, the design duo behind Proenza Schouler, are launching a new line this fall.
According to WWD, the brand is called “White Label” and will offer more casual, accessible pieces like denim, t-shirts and basic essentials. White Label reportedly won’t act as a diffusion line to Proenza but rather as a “sister collection.” While the price point is still unclear, chances are the wardrobe essentials will be offered at a more affordable price, for those who can’t afford Proenza Schouler pieces ranging in the thousands.
News of the secondary line comes as the brand celebrates its 15th anniversary this year. After moving their New York Fashion Week show to align with the Paris Couture Week schedule in July, the launch of “White Label” is just the latest in new ventures for the New York-based brand.