Theory Covent Garden
29 Floral Street
London, UK

From New York to London
Modern essentials for urban living

Born in New York, designed for cities around the world. Theory offers foundational wardrobe essentials that inspire confidence through perfect fit, premium fabrics, and timeless style.


Our in-house atelier perfects the cut of every garment to ensure exceptional fit, shape, and comfort.


We source our materials from the best mills around the world and test fabrics for hand-feel, quality, and durability.


Versatile, sophisticated, and easy to wear, our clothes are wardrobe building blocks that endure.