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Lady White Co., the Los Angeles basics brand founded by Phil Proyce, has reopened its Silverlake flagship with an interior designed by architecture firm Width Over Ears (WOE). The redesign displays the brand’s T-shirts, fleece and outerwear in a gallery-style setting.
Lady White Co., the Los Angeles brand best known for its heavyweight white T-shirts, has given its Silverlake flagship store a full redesign by architecture firm Width Over Ears (WOE), transforming the space into a gallery-like showcase for its clothing, Highsnobiety reports. The revamped interior pairs perforated steel with vintage Dutch furniture and is designed to display the brand’s full range — from cotton-silk outerwear to heavy fleece hoodies — at what the publication describes as a gallery-level standard.
The redesign was led by WOE, whose co-founder Justin Coates described the firm’s approach as matching the brand’s own precision. “Just as Lady White Company is rigorous in their pursuit of a very particular kind of fit and tailoring, [our] approach to the design for the store was to be as precise and exacting,” Coates told Highsnobiety.
According to the report, the store’s aesthetic draws on two reference points: an austere 1990s-era Helmut Lang showroom and a contemporary art space. The material palette combines perforated steel and vintage Dutch furniture, which Highsnobiety characterizes as “an altar to good taste.” The interior now displays the brand’s complete product range, including cotton-silk outerwear, heavy fleece hoodies, and its signature boxy-cut T-shirts.
Lady White Co. was founded by Phil Proyce and produces its staple garments, in the brand’s telling, within driving distance of the flagship — a local-production detail that Highsnobiety cites as part of the label’s identity. The store redesign coincides with what the publication describes as the brand’s maturation from a modest T-shirt maker into “one of menswear’s most compelling worlds.”
Why a T-Shirt Brand Built a Gallery
The redesign reflects a broader shift in independent menswear retail, noted by Highsnobiety, toward building physical spaces that present well-made clothing with the spacing and restraint typically reserved for art objects. For a brand whose core product is a basic T-shirt, the store environment becomes a way to communicate value that price tags alone cannot.
For Lady White Co. specifically, the flagship now functions as the physical expression of its positioning: trend-indifferent, focused on fit and fabric, and locally produced. The redesigned store gives customers a reason to visit in person rather than buy online, at a time when many independent labels are retreating from physical retail entirely.
From Perfect Tee to Cult Staple
: “Lady White Co. launched with what Highsnobiety describes as the singular goal of designing the perfect white T-shirt — a notoriously crowded category. According to the report, the brand has since built a cult following around easy-wearing staple products made near its Los Angeles flagship, expanding from tees into fleece hoodies and cotton-silk outerwear.
The Silverlake store is the brand’s flagship location, and the redesign by WOE — a firm whose name references its design focus — marks its most visible architectural statement to date. Highsnobiety has covered the brand repeatedly, including a piece titled “Lady White Co. Spent a Decade Proving That Less Is More,” underscoring its longstanding reputation within minimalist menswear.
“Just as Lady White Company is rigorous in their pursuit of a very particular kind of fit and tailoring, [our] approach to the design for the store was to be as precise and exacting.”
— Justin Coates, co-founder of Width Over Ears (WOE), to Highsnobiety
What the Report Leaves Out
Highsnobiety’s piece is a style feature rather than a business announcement, and several practical details are not addressed: the cost of the renovation, the timeline of the redesign, whether the store closed during construction, and the project’s square footage are all unreported.
Descriptions such as “gallery-level standard,” “an altar to good taste,” and the claim that the brand has “matured into one of menswear’s most compelling worlds” are the publication’s editorial judgments, not verifiable facts. Whether the redesigned store has measurably affected foot traffic or sales is also unknown.
Store Visits and Brand Expansion
The redesigned Silverlake flagship is now the brand’s primary physical showcase, and customers can visit it to see the full range in the new setting. Highsnobiety notes its coverage includes affiliate links to shop featured products, suggesting the brand’s product lineup — tees, fleece, and outerwear — remains available through its own channels.
No further store openings or collaborations were announced in the report. Whether Lady White Co. expands its retail footprint beyond Silverlake, or whether WOE takes on further fashion retail projects, remains to be seen.
Key Questions
Who designed Lady White Co.’s new flagship store interior?
Architecture firm Width Over Ears (WOE) designed the revamped Silverlake flagship, with co-founder Justin Coates leading the design approach, according to Highsnobiety.
What does the new store look like?
The interior combines perforated steel and vintage Dutch furniture, described by Highsnobiety as part 1990s-era Helmut Lang showroom and part contemporary art space, displaying the brand’s full product range.
Where is the store located, and where are the clothes made?
The flagship is in Silverlake, Los Angeles. According to Highsnobiety, the brand’s products are made within driving distance of the store, a local-production detail central to its identity.
Who founded Lady White Co.?
Phil Proyce founded the LA-based brand, which launched with a focus on designing the perfect white T-shirt before expanding into fleece and outerwear.
Is the new store design part of a wider trend?
Highsnobiety reports that the store fits a broader retail movement toward physical spaces that give well-made clothing more display space and respect, though this is the publication’s editorial framing rather than a measured industry trend.
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