Theory Releases Its First 'Logo' Product

Exclusive Domestic Launch of the 'Theory Seoul' Collection

[Asia Economy Reporter Yujin Cho] Theory, a New York contemporary brand operated by Samsung C&T Fashion Division, announced on the 23rd that it will exclusively launch the 'Theory Seoul' capsule collection in Korea, the brand's first product line featuring logo-based items.

Launched in Korea in 2007, the contemporary brand Theory focused on the vibrant city of Seoul, active in fashion, art, and culture, and introduced logo products that reveal the brand identity for the first time.

This collection consists of unisex hoodies and men's and women's short-sleeve T-shirts. A simple Theory Seoul logo is printed small on the chest as a point.

The hoodie is designed in a unisex standard fit style and made from densely woven French terry material, providing good shape retention and a soft wearing feel. It is available in black and white, priced at 358,000 KRW.

The short-sleeve T-shirts are divided into men's and women's styles with a relaxed loose fit. They are made from Pima cotton material, known for its soft comfort. Available colors are black, white, and gray, priced at 158,000 KRW.

The Theory Seoul capsule collection is sold at four locations: Theory Hannam flagship store, Shinsegae Department Store Gangnam branch Theory men's and women's stores, and Samsung C&T Fashion Division's integrated online mall SSF Shop.

Customers who purchase from the Theory Seoul capsule collection and post product photos on Instagram with the hashtag will receive a logo canvas bag on a first-come, first-served basis while supplies last.