NEW YORK — Theory is spinning a new tune for Neiman Marcus.
The label is creating a limited-edition collection exclusively for the specialty store chain’s “The Hip Event Tour” promotion this fall. The line, which will consist of women’s and men’s pieces, is to be launched at all 37 Neiman’s stores nationwide and at neimanmarcus.com on Oct. 6, the day the initiative kicks off. The biannual Hip promotion spotlights contemporary lines through special activities such as in-store modeling and DJs.
“We are always looking for an opportunity to bring something exclusive to our customer, and Theory is a very popular collection,” said Ken Downing, Neiman’s fashion director.
The exclusive Theory collection will set itself apart from Theory’s main line by a red label, and designs have a “rock ‘n’ roll attitude,” Downing said, with biker jackets, leggings and graphic T-shirts. Prices range from $75 for a tank top to $795 for a biker jacket.
“It’s a lot of knitwear, and using knits and woven’s together,” said Andrew Rosen, Theory’s president and founder. “It’s Theory taken to another level, taking a lot of ideas we have had and mixing them up.”
There also will be an exclusive gift-with-purchase black, embellished, grommeted and studded Theory “Glam Rock” tote, filled with pieces from 13 contemporary labels.
This is Neiman’s third exclusive collection timed with the Hip program. Last fall, the retailer exclusively sold jeans designed by Zac Posen for Seven For All Mankind, and in March, introduced a capsule collection by Karl Lagerfeld.
Theory has done exclusive collections for Barneys New York, Bloomingdale’s and Scoop, though Rosen noted, “This has the largest magnitude, with 15 different styles for women and about eight in men’s.”
The launch will be supported with an advertising campaign featuring Tyson Ritter, the lead singer of the All-American Rejects.