A Great Hypothesis
Cool-girl fashion house Theory has big ideas for first Austin storefront
Theory has a great idea — its coming to Austin. On June 13, the cult fashion house, best known for crafting perfectly tailored women's wear, announced it will open its first store in Austin this summer.
The New York-based company has selected Domain Northside for its latest outpost, taking over the storefront at 11624 Rock Rose Ave. The 3,000-square-foot space will offer pieces from Theory's women's, men's, and accessories collections.
Designed to be a "truly flexible space," Theory's Austin shop will feature many of the same industrial meets mod touches seen in the brand's Gansevoort Street flagship in Lower Manhattan.
"[The space has] a series of oak screens and lights are suspended from an infrastructural grid, which can be rearranged throughout the seasons. This malleable design system allows the Theory space to evolve with the brand in the young, vibrant context of Austin," the brand touts in a release.
Since launching in 1997, Theory has developed a rep for creating the "urban uniform" by designing pieces that are interchangeable with the rest of the collection. (The company may have also created the perfect white button-down, but we digress.) Previously, Theory was only available in Austin via high-end department stores such as Neiman Marcus.
Theory is expected to open its doors in the Domain Northside on June 25. With shops in both Dallas and Houston, the Austin location marks Theory's third in Texas.
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