PILSEN — PRSVR, the luxury clothing brand whose leather sweatpants have been donned by celebrities like Nicki Minaj, Chris Brown and Nelly, officially opened its first storefront Saturday.
The shop, "Hours," 818 W. 18th St., will carry the line's signature pink-lined leather jackets and sweatpants in addition to less pricey items like cotton shirts and sweatsuits. The store's hours will be noon-8 p.m. Mondays-Saturdays, closed Sundays. All merchandise will be 25 percent off through the end of January.
Originally founded in Detroit by Brandon Williamson, PRSVR manufactures leather clothing, luggage, and sneakers with prices ranging from $300 to $700. For the past year, Williamson and his wife, Margaret, have had an appointment-only showroom in Pilsen at 1104 W. 18th St.
When the storefront at 818 W. 18th St. opened up in September, Margaret Williamson said she and her husband jumped at the opportunity to open a storefront.
Local rappers, designers and models showed up for Friday's grand opening at Hours.
"It's well needed in this neighborhood. There's nothing like this in Pilsen," said Chicago stylist David Northington of Styles By Dave.
"Leather is the new denim. Everybody loves leather," Northington said, adjusting his custom-designed leather gloves.
Rapper Mickey Mike Monday, aka Michael Stevens, who was sporting a black PRSVR jacket Friday night, said he's followed Williamson for years. Recently, he said, he sees PRSVR clothing more and more.
"Everybody's wearing it. It's like, you're not cool if you don't have this stuff on," he said of Williamson's clothing line. "It's good to see something evolve from scratch and end up in this beautiful space."