Staking out a foothold in the crowded fashion market is brutal enough. But when you happen to launch a brand with a singular goal of designing the perfect white T-shirt, it can feel like mission impossible. 

Count on Lady White Co. to defy the odds. Phil Proyce’s LA-based brand hasn’t just gained a foothold and fulfilled its lofty goal; it's built a cult following off the back of easy-wearing staple products masterfully made within driving distance of its flagship store. 

Now that store has a gleaming new facade fit for its top-tier wares. 

Designed by architecture firm Width Over Ears (WOE), the revamped Lady White Co. flagship in Silverlake elevates the display of the brand’s full range — from ultra-soft cotton-silk outerwear to bulletproof heavy fleece hoodies to those flawless boxy tees — to a gallery-level standard.

The utilitarian meld of perforated steel and vintage Dutch furniture looks like an altar to good taste. While it reflects Lady White’s indifference to trend, it also fits a wider retail movement toward creating physical spaces that give really, really nice clothing the respect and space it deserves. And Lady White Co.’s clothes deserve respect. 

“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,” WOE co-founder Justin Coates told Highsnobiety. 

Part austere 90s-era Helmut Lang showroom, part contemporary art space, the store confirms what most already knew to be true about Lady White Co: the modest T-shirt maker has matured into one of menswear’s most compelling worlds (with the interior to match).

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