Highlighted by neat tailoring and sleek silhouettes, the Theory aesthetic is a far cry from hippie dippy. But this summer the label is having a bohemian moment. On July 9 the brand will host a free 45-minute mini performance of the Public Theater’s revival of Hair on the plaza in front of its New York flagship in the Meatpacking District. (The full version of the show debuts in Central Park on July 22.) For Theory CEO Andrew Rosen, the 1967 musical has special meaning. “The first time I saw Hair was in 1969,” he recalled. “It was truly an experience and captured a very unique moment and movement.” Rosen certainly seems to be relishing his walk down memory lane. In addition to sponsoring the performance, Theory will exhibit original Hair paraphernalia—everything from scripts to T-shirts and programs—inside the boutique. Should we expect bell-bottoms and tie-dye in the next Theory collection?
Poster: Neal Peters Collection