The Theory is a fashion brand that originated in New York and caters to city dwellers worldwide. Their clothing is a fusion of classic and modern styles that exude confidence and refinement, thanks to their superior fit, quality fabrics, and timeless appeal.

Each garment is made from materials carefully sourced from the best mills worldwide, ensuring a superior hand feel, design quality, and durability. The in-house atelier then perfects the cutting of every garment to provide the best fit, shape, and comfort before it reaches the store. Their designs are designed to be versatile, sophisticated, and effortless, making them ideal for building a wardrobe that will last years.

The Theory Covent Garden store caters to both men and women. It is in a stunning Grade II listed former Victorian carriage hall with an open courtyard and vaulted glass atrium. The store offers various services, including complimentary tailoring, a “Drop It” service for in-store purchases, and home or hotel delivery within London. Private shopping appointments are also available.


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MONDAY: 10:00 AM - 08:00 PM TUESDAY: 10:00 AM - 08:00 PM WEDNESDAY: 10:00 AM - 08:00 PM THURSDAY: 10:00 AM - 08:00 PM FRIDAY: 10:00 AM - 08:00 PM SATURDAY: 10:00 AM - 08:00 PM SUNDAY: 10:00 AM - 08:00 PM