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Theory launches its first activewear collection and courts juice lovers


With the debut of Theory 38, the fashion brand woos active urbanites, also known as juice lovers.
Theory 38 activewear collection debut
Theory 38 is named for brand birthplace and HQ at 38 Gansevoort Street in New York City’s Meatpacking District.

 

Theory is the latest fashion brand to create an activewear collection. And it’s courting chic-and-healthy urbanites with sophisticated pieces—free juice-with-purchase.

Called Theory 38, the debut collection is full of “versatile, casual fashion that can go from street to studio, from gym to brunch.” Specifically, these include unisexy pieces like cute running shorts, loose-cut pants from cute knee-length crops to ankle-length nylon pull-ons, and an array of jackets, including this must-have olive one. We’re smitten with the collection’s single pattern: camo.

Theory camo print sweatshirt

According to the company, “We wanted to dress the Theory girl for all aspects of her life. We saw a need in her life for sophisticated, fashion-forward activewear that could be worn alone or paired with less casual Theory pieces.”

And Theory38’s already putting its new healthy lifestyle into action by offering complimentary Organic Avenue juice tastings while you try on the pieces.

And it’s sweetening the process of paying for them with the first-ever instance of a juice gift-with-purchase. (See select days, below.) Seems like Theory knows its New York customer pretty well.  —Melisse Gelula

For more information, visit www.theory.com

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