Theory

Theory is a New York-based fashion label founded in 1998 by Andrew Rosen. We helped them celebrate Good Wool—their most environmentally responsible collection to-date—in a handful of their stores. We created XL hang tags for all Good Wool garments, then used those tags to cover several structures we designed in spaces at Gansevoort and Greene St. stores in New York, and Melrose Ave. in Los Angeles. We wanted everyone to know. “It’s on the tag”.

Ryan Gendron got wild with us. JD Ostrow championed the vision. Mike and Co-op Fabrication got physical. theCollectiveShift believed. Maggie Shannon captured it.