Their choice of location was one of the main topics of conversation in their interview with WWD and it's not hard to understand why. Over the years the brand has become known for their cool 'downtown' aesthetic, which many felt was at odds with the Madison Avenue. 'It just felt wrong in a good way to open uptown..the reality is, the clothes are expensive and the customer is here,' Hernandez said frankly and besides, they have a SoHo store set to open soon too.
As far as the space is concerned, WWD reports that the store is 'two story matrix of Proenza Schouler cool' with features that are 'edgy and sophisticated but not overtly feminine,' which is exactly what you would hope and expect from them. Even better is the revealtion that the store will feature exclusive items not available anywhere else.
Will you give it a visit?