Proenza Schouler Opens SoHo Store

Downtown Proenza Schouler fans rejoice! The design team has opened a flagship store in SoHo, their second freestanding retail unit.

The 2,500-square-foot space is located at 121 Greene Street and is larger and sleeker than its uptown Madison Ave. sibling. "This is an evolution of our retail concept. It's a little more elevated, it's a little more fun," said Lazaro Hernandez, one half of the Proenza Schouler team.

"We looked at a ton of spaces. This one felt right, with the back skylight so you get a lot of natural sunlight, which was important to us," said Jack McCollough, the label's other half. "SoHo has been such an iconic shopping area for us since we were young and coming to the city. To actually physically have a store here is kind of crazy. It's really great."

The investment in prime SoHo real estate comes as a result of Proenza Schouler's continual growth and praise by the industry, includiding winning the CFDA's Womenswear Designer of the Year award in June.

"Internally, things are really working. The production is running smoothly, the merchandising is running smoothly, the clothes are selling," said Hernandez. "It's a great opportunity to capitalize on this interest and expand."

That sentiment is shared by Bergdorf Goodman, which opened a new Proenza Schouler shop-in-shop on its third floor..

"They have transcended the 'emerging brand' status and are now becoming a pillar brand in the advanced designer world across categories," said Joshua Schulman, president of Bergdorf Goodman. "In recent seasons, they have coupled their innovative design with a more complete merchandising to fully outfit their customer."