With sportswear becoming one of fashion's most contested spaces, it has never been harder to tell apart the brands with genuine cultural roots from those simply chasing an aesthetic. Vicente Muñoz, founder of ProShop NYC, sits firmly in the former, building something at the intersection of tennis, subculture, and a era that never quite left us. Nestled in SoHo, ProShop is part concept store, part creative studio, a space where sport, fashion, and community collide. Vicente's vision is shaped by a new wave of designers rewriting the rules of racquet sport: blending genres, nodding to the golden era of tennis style from the late 90s and early 2000s, and adapting it for contemporary life and play. But this isn't nostalgia for the sake of heritage. It's something more compelling, functional, a little punk, and entirely its own. ProShop isn't looking back. It's serving something new.
