The Theory Icon Project is a program designed to encourage the development and exposure of iconic initiatives. Theory defines "Iconic" as an endeavor that is visionary, changing the landscape it occupies through its concept and execution.
The Theory Icon Project is the artistic and philanthropic arm of Theory. The Theory Icon Project conceives of, collaborates on, and curates a program of events, exhibitions, and sponsorships, designed to encourage the development and exposure of iconic ideas and initiatives. Theory Icon Project collaborations seek to promote Theory's brand principles of innovation, intelligence, authenticity, and provocation.
Previous affiliations include a collaboration with the Public Theater to commemorate the 40th anniversary of HAIR, the commission of a painting performance and installation by David Ellis, a product collaboration and installation with charity: water, and the Friends of the High Line project to create a new park in downtown Manhattan