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Last month, we learned that Theory would be moving into the old Lancôme boutique space at 201 Columbus Avenue at 69th Street from its previous home at Columbus and 71st. Yesterday, West Side Rag reported that what was supposed to take a few months has already happened: Theory has now officially relocated.
This also means that the Upper West Side is that much closer to having its very own Helmut Lang, as the brand—owned by Theory—will be moving into the vacant space. The move also reiterates the fact that the two lines like to stay nice and close to each other, as made evident back in March when Helmut Lang and Theyskens Theory set up shop together at 93 and 93.5 Mercer Street.
· Make Way for the Upper West Side's First Helmut Lang
· Theory Moving and Helmut Lang Opening on Columbus Avenue [Racked NY]
· Helmut Lang and Theyskens' Theory Cozy Up on Mercer Street [Racked NY]