Theory

Born in New York, designed for cities around the world.

From New York to London, Theory created elevated wardrobe essentials for city living. These classic yet modern designs inspire confidence through perfect fit, premium fabrics, and timeless style.

Materials are sourced from the best mills around the world, with each one tested for its hand-feel, design quality and durability. Their in-house atelier then perfects the cut of every garment to ensure exceptional fit, shape and comfort by the time it reaches the store. With a focus on versatility, sophistication, and ease, Theory’s garments are designed to be the perfect wardrobe building blocks that will endure for years to come.

Theory Covent Garden will feature both womenswear and menswear and will sit alongside UNIQLO in the beautiful Grade II listed former Victorian carriage hall with open courtyard and vaulted glass atrium. The store offers complimentary tailoring service with purchase for simple alterations; Drop It service to buy in store and products to be delivered home or hotel within London; as well as private shopping appointments.