Theory.com

Facebook Profiles

Fri, 09 May 2008 00:00:00 GMT

Everyone knows Facebook (well aside from my parents and my parent's parents), but it just happens to be one of the main means of communication for most people I know age 27 and under. At one time I was even an avid user, but once it started taking over my life I had to pull the plug (I have been Facebook free for 3 months and 18 days-quite an accomplishment I know). But I still know all about it, so when I heard about the gallery opening of Facebook Profiles by Paul Campbell I was especially intrigued.

Sunglass those Eyes

Fri, 02 May 2008 00:00:00 GMT

Soon the sun will finally decide to emerge from hibernation (fingers crossed) and sneak back into the eyes of unprepared New Yorkers, and I don't know about you but I'm not about to be the victim of squint wrinkles and hand shadow visors.

Mother's Day Gifts

Thu, 01 May 2008 00:00:00 GMT

Flowers? Chocolate? A card? Mother's Day is starting to resemble another little holiday commonly known as Valentine's Day...and that's just not going to cut it. Flowers are what my sisters and I would get my mom when I was about 7... you know before we had jobs and had to be taken to the florist by my dad.

Body + Soul

Mon, 28 Apr 2008 14:08:00 GMT

It's the best feeling to get home from work, open your small tin mailbox and see your favorite magazine half curled up among the bills, junk mail, and pre-approved credit cards. Right when it comes in I grab my spot on the couch, pull out the colored stickies, and let the inspiration seep in.

It's Cool to Be Square

Thu, 24 Apr 2008 00:00:00 GMT

Once the work day sets in and the hours start to roll around the clock a mini-escape for lunch tends to put a fresh mind back into play. So a few weeks ago when I saw a construction crew outside the office redirecting traffic and putting in cement blocks and trees, I knew our mid-day lunch break would start to take on a whole new view. (Especially now that the weather is heating up and the usual dim lit spots aren't looking so hot)

Earth Day

Tue, 22 Apr 2008 00:00:00 GMT

It's Earth Day! (just in case your morning coffee didn't kick in in time for you to see all the subway advertisements, newspapers, and build boards on your way to work). And for this great holiday Theory has teamed up with the Earth to make the world a little greener.

Go Organic

Mon, 21 Apr 2008 00:00:00 GMT

To stay on the "green" theme, I thought I'd mention the new Theory Organic Capsule. When I first saw the collection I must say I was pleasantly surprised, not to say I in any way underestimate Theory's ability to make beautiful items, it's just that when I usually find "all natural" clothing I almost feel like I'd be better off cutting holes in a potato sack, belting it and calling it a day.

Gone Greening

Fri, 18 Apr 2008 00:00:00 GMT

I've always recycled, I mean I don't want to brag or anything I just wanted to put it out there. For the record. But obviously my weekly separation of paper, plastic, and aluminum isn't enough. My one little miniscule life of curbside recyclables alone isn't going to cut it.

Neighborhood Love

Thu, 17 Apr 2008 00:00:00 GMT

I've really started to fall in love with the neighborhood, not the creepy way but good ole fashion love, and have quickly become a regular at surrounding cafes, restaurants, and markets. For example, there's an unmarked caf� on 8th avenue with a red neon sign that clearly states "coffee," indicating, I'm assuming, the beverage of choice.

In The Hood

Tue, 15 Apr 2008 00:00:00 GMT

It's been a year and 4 months since I packed up my work life in blue plastic bins, purged any excess belongings, and trekked downtown to our new location. The Building (as we, Theory employees, like to call it) snugly sits in a low traffic intersection wrapping around Gansevoort and Greenwich Streets. The Neighborhood (as I prefer to call it) is a small revamped community situated between Chelsea and the West Village, better known as the Meatpacking District.

NEW STORE OPENING: THEORY MAIDEN LANE

Tue, 15 Apr 2008 00:00:00 GMT

Can't make it home to change before dinner in the Mission? Need a sweater for that last-minute trip to Napa? Stop by the new Theory store at Maiden Lane, open Thursday. With our Men's and Women's collections, Theory Maiden Lane will solve your shopping dilemma in the blink of an eye. Leaving you time for a quick lunch al fresco before you leave the 'hood.

The Commute

Mon, 14 Apr 2008 00:00:00 GMT

After three snooze presses and a quick (water saving) shower, I rummage through my drawers, closets, and laundry basket for a work appropriate yet casually fashionable office outfit. An all black Monday ensemble seems appropriate, made up of Paige skinny jeans and a Theory Luxe. At 8:30am I'm out the door.

AN INTRODUCTION

Thu, 10 Apr 2008 00:00:00 GMT

You may be wondering what type of credentials this so called Theory girl holds. Well I appreciate the simple silhouette, the importance of fit and fabric and use industry-savvy vocabulary such as "chic" and "structured."

FLYWAY

Thu, 10 Apr 2008 00:00:00 GMT

Sometimes at the end of the day you just wish someone would lay out a red carpet so you can walk through a 16.5'x11' paint-splattered hanger-inspired structure and walk into a blue lit venue. Which, as luck has it, is exactly what happened Tuesday night. This overwhelming entrance led way to the "unveiling" of David Ellis' Flyway, our latest Icon Project.

NEW STORE: THEORY WESTBOURNE GROVE

Thu, 03 Apr 2008 00:00:00 GMT

Theory opens a store in Westbourne Grove, London.

Re-Opening: Theory Aoyama Bell Commons

Wed, 26 Mar 2008 00:00:00 GMT

Some things are worth the wait--and our newly renovated store at Aoyama Bell Commons is no exception. We at Theory are very excited to continue our global growth with a brand new store in Tokyo's hottest shopping district. With a new Icon Wall and the men's, women's, and accessories collections, Theory Aoyama Bell Commons brings everything you love about Theory under one roof. The store's re-opening is also a chance to see the Theory Icon Project's collaboration with charity: water. Stop by to check out the photographic installation and to purchase Theory's charity: water products, with proceeds going to help build wells in Ethiopia.

Exhibit: Tadashi Kawamata

Wed, 26 Mar 2008 00:00:00 GMT

Museum of Contemporary Art Tokyo

Our Theory On Color

Wed, 19 Mar 2008 00:00:00 GMT

Ready to pack that black away? Nothing says Spring like a pop of color. Meet Ricky, Alexa, Riberton, Bonnie, and Traci--five Theory experts with color tips to share.

CHARITY: WATER PRESENTATION AT THEORY MELROSE

Fri, 14 Mar 2008 00:00:00 GMT

The Theory Icon Project is excited to announce another in-store presentation with charity: water, this time in our Theory Melrose store. charity: water founder Scott Harrison will present a special screening of images from recent water projects on Tuesday, March 18 from 7 to 9. Cocktails and hors d'ouvres will be served. The response to this collaboration has been incredible--Theory has already sold more than $24,000 of merchandise, enough to build 7 wells in Ethiopia. We encourage you to stop by and learn more about both charity: water and the Theory Icon Project.

CHARITY: WATER PRESENTATIONS AT THEORY GANSEVOORT AND SPRING ST

Fri, 07 Mar 2008 00:00:00 GMT

Theory Gansevoort and Spring St will host charity: water presentations on Saturday, March 8 from noon to 6pm. Founder Scott Harrison and staff will speak about charity: water's mission and achievements, as well as charity: water's partnership with the Theory Icon Project. Theory's charity: water merchandise will also be available. This is a great opportunity to learn about charity: water and the Theory Icon Project, so we encourage you to stop by. If you can't make the event, Theory's charity: water merchandise will continue to be available in the stores, with 100% of the proceeds from every purchase going to build wells in Ethiopia.