Theory+ Lands on Melrose
Posted on: February 25, 2015 /
Theory+ on Melrose Avenue
Helmut Lang has left the building. The minimalist fashion line has left its longtime digs on Melrose Avenue to move…up Melrose. But don’t fret, shoppers, because neighboring shop Theory has embraced the space and transformed it into a new spot for its sub-brand, Theory+. The first location on the West Coast, the Melrose Ave. Theory+ boutique is fully stocked with activewear and accessories for L.A.’s health-obsessed.
Get familiar with the new Theory+, because it’s just the beginning of a major brand expansion for Theory at large. In addition to adding shoes and accessories to the main line, Theory is fully embracing fashion’s new fascination with all things athletic.
Think slick, tailored workout wear that integrates plenty of technology, including four-way stretch, sweat-wicking materials and more. And, because it is Theory after all, most of the offerings come in a somber color scheme of blacks, white and grey, all priced from $65-395. This isn’t the spot to shop for Lulu-style florals and stripes, but with so many guys and girls taking their athletic wear out of the gym and onto the streets, it might be a welcome change. In addition to workout wear, the shop is stocked with bikes from Tokyobike, fitness accessories and more — and it’s just a few steps away from other Melrose faves, so don’t think of it as a change of routine if you’re accustomed to shopping this posh drag, it’s just a new spot to stock up on savvy sweats.
Theory+ is located at 8382 Melrose Avenue, in West Hollywood. For more information, visit www.theory.com.