Theory 2.0 Capsule Collection: Preview at Melrose Boutique
I was in LA last week for some trend research and had a chance to stop by the Theory Boutique on Melrose to check out their Theory 2.0 Capsule Collection. The collection is a new initiative by the brand’s founder & CEO, Andrew Rosen, launched as a “millennial experiment” – which comes out right as the company turns 20 years old this year.
Theory 2.0 is an “intrapreneurial” startup within a larger organization (Theory), made up of 28 rising stars (23 of them of them are women), all in their 20’s and 30s. They are able to benefit from the resources made available by Theory’s parent company (Fast Retailing). Theory 2.0 Capsule Collection is a 32-style line of modern essentials priced with a young professional in mind, making it more affordable than the original Theory line. We’re looking at $55 for a cropped t-shirt, under $500 for a double-faced wool coat & $325 for a single-button crepe blazer — a wardrobe signature. The idea was to approach the new range “as if Theory was starting all over again today,” Rosen says. While the Theory DNA is preserved in the collection, the designers have made great changes – for example, the fabrics are machine washable, and easy to take care of. Many of the fabrics are made with social consciousness in mind – such as vegan leather and suede. Currently, the collection is only available at select Theory stores and online, and there will be new pieces added every few months. Check out my absolute favorite – this brown vegan moto jacket, and scroll down to see me catching up with Nicole at the Melrose store giving us the lowdown on the collection and initiative!
If you’d like to schedule a Personal Shopping Session so I can help you style outfits at Theory and various other NYC boutiques ideal for your personal style, please don’t hesitate to reach out!