Theory+ opens as sub-brand on Melrose Avenue

Following Helmut Lang’s leave on Melrose, Theory+ opened up as a replacement of the former boutique’s glory. Located further west on the avenue, Theory+ opened up last week as a brand compiled of stylish activewear.

Helmut Lang relocated to the West Hollywood Design District, taking along with its minimalist apparel. Although Melrose will be lacking its iconic designs, Theory+ will be an appropriating replacement with its modernistic brand of activewear. Theory, its neighboring shop, is known for its mod fashion and chic designs. Theory+ opens as its first location on the West Coast, and as Theory’s sub-brand.

The brand plans for expansion by adding shoes and accessories to the main line. In keeping with California locals’ healthy and active lifestyles, the store plans to embrace athletic, stylish fashion. The boutique carries tailored workout wear including technological advances by using four-way stretch and sweat-absorbing materials. Prices for the line range from 65 to 395 dollars.

Theory+ is located at 8382 Melrose Avenue in West Hollywood.