Will Cooper has this childhood photo. It’s of him as a kid in Fort Worth Texas, standing in front of a lemonade stand that says “Will’s Place”—except, as he explains, it sold whatever he felt like, whether it was drinks, candy, or baked goods. He took Will’s Place very seriously. He saved receipts and kept a record book of customer names and purchase dates. Tacked on the wall? A schedule of “managers on duty.” (Which were, uh, mostly him.)

Cooper, the founder of home and clothing brand William White, shows me this photo not because it’s adorable—which, well, it is—but because it’s prescient. Like Maddy from Euphoria , he knew who he was from a very young age: both a creator and a proprietor. And on Thursday, September 12, that self-idealization becomes self-fulfillment with the opening

See Full Page