MAGNIFICENT MILE — Chicago-based luxury brand PRSVR officially opened its second local boutique in the Shops at North Bridge Wednesday night, on the fifth floor of the mall at 900 N. Michigan Ave.
The outpost joins the brand's flagship storefront in Pilsen, Hours by PRSVR, which opened last fall after the co-founder Brandon Williamson and his wife, Margaret, spent a year operating an appointment-only showroom at 1104 W. 18th St.
The Michigan Avenue boutique is also called Hours by PRSVR.
PRSVR (short for “persevere”) was originally started in Detroit by Williamson and Jermaine Barnwell, a duo that also started Sole Search, an app that allows users to search sneaker boutiques by city.
The brand manufactures leather clothing, luggage and sneakers with prices ranging from $300 to $700 and rose to prominence after celebrity Sole Search users like Nicki Minaj, Nelly and Chris Brown began donning the line's high-end leatherware and Instagramming their outfits.
“It was kind of crazy how quickly everything caught on," Margaret Williamson, PRSVR’s public relations coordinator, told DNAinfo earlier this year. “Instagram has been the most amazing thing for us, we haven’t even done any paid advertising."
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