The Maison / An address in the world
The Proper Stadium
A Maison in motion.
An itinerant expression of The Proper Label. A place for our collections, the culture of football, and the people who bring them together.
Chapter 01 — SoHo, New York
June–July 2026
New York / Summer 2026
The world came
to the game.
In June and July 2026, The Proper Stadium took up residence at 74 Grand Street, SoHo, during the FIFA World Cup 2026. It marked the first chapter of our travelling store concept: the world of the Maison, brought into a physical space.
Our team presented an avant-première of our MLS collaboration alongside the Maison’s main line. Tailoring, sportswear, leather footwear and collectible design shared one address, each revealing a different part of the House.
The collection / In dialogue
One House.
Many expressions.
Made for Club®
Presented in avant-première at the Stadium. Four expressions of our MLS collaboration. Release forthcoming.
Explore the jackets & upcoming release
The language of the space
Sport, given form.
Our team / Our community
A shared point
of view.
Our team brought the chapter to life through the collections, the setting and the welcome. Across the summer, the Stadium became a place to discover the House, watch the game and meet around a shared culture.
