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The Newly Rebranded Theory Is Coming to the Upper West Side


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Now we know what's replacing the just-closed Helmut Lang on the Upper West Side: a West Side Rag tipster reports that it'll become an outpost for the recently rebranded Theory.

But before you get too excited about the brand's minimalist, head-to-toe white ensembles and springy trench coats from the spring 2015 collection, word is that it'll be a men's-only boutique. We've reached out to Theory for confirmation and will update when we hear back.