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Good Collection
Versatile silhouettes crafted from responsibly sourced, sustainably made fabrics—designed to make a positive impact on our people and planet.
Good Wool
Good Wool is premium merino wool that is fully traceable to the farm. Sourced from responsible wool growers in Tasmania and South America and woven by an eco-conscious mill in Italy, this is wool that is consciously manufactured from start to finish.
The Tollegno 1900 mill, where Good Wool is woven, sources wool from farms that can prove that the animals in their care are well provided for and free from discomfort or harm. In addition, these farms practice strict land management and environmental conservation.
Tollegno 1900 uses energy generated by solar panels and water turbines powered by the Alpine river that runs alongside its walls.
Tollegno 1900 uses energy generated by solar panels and water turbines powered by the Alpine river that runs alongside its walls.
Good Cotton
Less than 1% of the world’s cotton crop is SUPIMA®. Our Supima cotton is American grown on farms like the Boswell farm in California, which practices precision agriculture.
This means that the cotton is farmed with highly efficient and proficient practices to maximize the output and its quality while minimizing inputs.
The Boswell farm follows advanced farming practices that include rotating between cotton and food crops to maintain the health of the land.
The Albini mill in Bergamo, Italy is operated by the fifth generation of the family that founded it. Under their stewardship the mill has overhauled its energy consumption resulting in an annual reduction of 8,000,000 kWh, equivalent to the yearly energy use of 2,700 households. In addition, the mill has cut its annual water used by 46,000m3, enough to fill 18 Olympic size swimming pools.
Good Linen
Good Linen continues the centuries-long tradition of linen as one of the most Earth- conscious fabrics, needing little irrigation, producing minimal waste, and providing natural soil fertilization.
We have a long relationship with Marini—they first developed a stretch linen for us more than 20 years ago.
Airy and light, with excellent stretch and recovery, it’s the quintessential summer fabric.
The Marini mill in Prato, Italy, has been family-owned and operated since 1945 and uses state-of-the-art technology that Marini certifies is compliant with strict EU regulations regarding water purification and chemical management.
Exclusions
Promo T&Cs
WELCOME OFFERFor new subscribers only. Discount will be applied when your unique promotional code is entered at checkout. Offer valid online at theory.com in the UK only. Offer not valid on sale, discounted or Theory Archive styles. Offer cannot be combined with any other promotional offer, redeemed for cash, or applied to previous purchases. Offer terms are subject to change.
REFER-A-FRIEND OFFER
Offer valid for one month from date of issue for friend referred, and four months for referee. Discount will be applied when your unique promotional code is entered at checkout. Offer valid online at theory.com in the UK only. Offer not valid on sale, discounted or Theory Archive styles. Offer cannot be combined with any other promotional offer, redeemed for cash, or applied to previous purchases. Offer terms are subject to change.
INFLUENCERS
Discount will be applied when the promotional code is entered at checkout. Offer valid in Theory retail stores and online at theory.com in the UK only. Offer not valid on sale, discounted or Theory Archive styles. Offer cannot be combined with any other promotional offer, redeemed for cash, or applied to previous purchases. Offer terms are subject to change.
ESSENTIAL DUOS
Choose two selected womenswear or menswear styles, in any size or colour to receive an additional discount. Discount will be auto-applied at checkout. Offer valid online at theory.com in the UK only. Offer cannot be combined with any other promotional offer, redeemed for cash, or applied to previous purchases. Offer terms are subject to change.
ARCHIVE + SALE + OUTLET
Offer valid on selected styles in Theory retail stores, and at theory.com in the UK only. Offer cannot be combined with any other promotional offer, redeemed for cash, or applied to previous purchases. Offer terms are subject to change.
GIFT WITH PURCHASE
Receive one complimentary Theory tote bag with any order over £350 including VAT purchased from 11th September and is valid while supplies last. The gift is at the discretion of Theory and is subject to availability at the time of purchase. This Promotion will automatically be applied at checkout for qualifying orders and no code is required. Offer is valid online at https://uk.theory.com/?lang=en_GB and in selected London boutiques. Select merchandise is excluded. Theory will not be held responsible for any delay in shipping or reception of the Gift. Theory reserves the right to cancel the Gift if the Theory order is cancelled before the Gift is dispatched. In the case that the customer returns an item that qualifies for the Gift, the customer must include the Gift in the return. The Gift may not be substituted for an equivalent product, or an equivalent cash amount, or gift card, or applied to previous purchases. For questions, please contact customer.care@uk.theory.com. Theory reserves the right to cancel or amend these terms at any time and without prior notice. These terms do not affect your statutory rights. In addition to these terms, the Website’s T&Cs shall also apply which can be found here. In the event of a conflict between these terms and the Website’s T&Cs, these terms shall prevail. For details as to how Theory may use personal data, please consult the privacy policy here.