PROF Online Store

The THE LABYRINTH (b.2019) emerged from the need of creating a brand that focuses on time as a durational and transformative element, - a present that remains and, eventually, transforms itself into a past through the role of time, in a process of experimentation and discovery.

In an era of fast-paced information and technology, the brand challenges the concept of trend by immersing in a more conceptual and experimental approach that values the primary, the sensorial, the physical, the materiality, in a space where Fashion and Art coexist. From the physical store’s design, to the materials, textures, and mediums used throughout the brand’s visual communication, the THE LABYRINTH exists as a sort of labyrinth that enables the public to get lost in the illusion of time, - there is an encounter between the public and a present moment, in a specific time and space, that works as an invitation to the public to immerse in a physical and conceptual exploration of the elements that share that same present moment.

The brand was born as a sister brand from the Portuguese shoes brand PROF (b.1994), and it presents an elevated and curated approach by exhibiting and selling products focused on quality, design, and timelessness. The THE LABYRINTH approaches each product as something that goes beyond its functionality, by questioning and exploring the relationship between object and the human body, - all the elements in the brand coexist in a temporal and spatial dimension that challenges its original conceptions.