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Lazaro Hernandez and Jack McCollough, the Manhattan-based duo behind the über-hip fashion house Proenza Schouler, may have surprised everyone by planting their first-ever retail flag on tony Madison Avenue, but they brought with them more than just a ...

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Lazaro Hernandez and Jack McCollough, the Manhattan-based duo behind the über-hip fashion house Proenza Schouler, may have surprised everyone by planting their first-ever retail flag on tony Madison Avenue, but they brought with them more than just a dose of their signature downtown style. “We wanted to do something that went against the grain,” Hernandez (left) explains. Working with architect David Adjaye, who also designed the firm’s SoHo office, they devised a look that, while reminiscent of a raw industrial space, is in fact meticulously constructed, lock, stock, and patina, from the aged-wood beams to the expanses of poured concrete. Rusted-bronze screens with triangular cutouts (Adjaye’s ode to the brand’s geometric flair) add to the timeworn aura—a precedent for stores to come. At 822 Madison Ave.; proenzaschouler.com

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