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While Helmut Lang recently decided to move downtown to Soho, its new neighbor Theory is opening up another outpost on Madison Avenue. The new Theory store is set to open on March 17th at a slightly confusing location on Madison between 85th and 86th Streets. Sure, the brand is relatively on the conservative side, but the locale seems a little stuffy. Closest neighbors include The Body Shop right next door and Coach on the corner, so it makes sense that the store will only feature the women's end of the brand. Though a Theory blazer or pant suit will probably get a lot of play that far uptown, we're curious to see how Theyskens Theory—which will also be featured in the shop—does with the neighborhood clientele. Purple velvet platforms or a leather minidress for the ladies who lunch? Only time will tell.—Tiffany Yannetta
· Helmut Lang and Theyskens Theory Cozy Up on Mercer Street [Racked NY]
· So Long Lang: Helmut Lang Moves from MePa to Soho, Adds Theyskens [Racked NY]