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Theories Magazine
Every individual has a theory within—a fundamental idea that shapes how one sees and moves through the world. At Theory, we make clothing that empowers the wearer to reveal these truths, these theories, these ideas.
This debut issue of our magazine is a collection of such ideas, brought to life by the creatives who embody the spirit of our hometown, New York City. Much like the clothing we make, this publication is an homage to the innovation and originality of the city and the people who live here: the artists moving the cultural needle across fashion, cuisine, art, theater, and so much more. Here they share their theories on style, life, work, and what it means to be a New Yorker today.
Exclusions
WELCOME OFFER
(1) Promotional Period: From April 1, 2024 until further notice. (2) Eligibility: Customers who successfully subscribe to Theory Newsletters during the Promotional Period (“Eligible Customers”). (3) Designated Store in respect of this Promotion: The new Theory Online Store at hk.theory.com, tw.theory.com, sg.theory.com and au.theory.com (collectively “Theory Online Stores”). (4) How to enjoy this Promotion: Eligible Customers can enjoy 15% off on regular-priced products at Theory Online Stores (subject to the Excluded Products as defined below) (the “Discount”) by entering the promotional code at checkout. The promotional code would be sent, via email, to Eligible Customers upon successful newsletter registration. (5) General Terms and Conditions: The Discount only applies to the first order placed by Eligible Customers on Theory Online Stores. The Discount does not apply to the purchase of Theory Project products, Bundles and permanent/core items (the “Excluded Products”). The Discount cannot be used in conjunction with any other discounts, promotional offers and coupons (including but not limited to Theory VIP discounts/Theory VIP Birthday discounts, Credit Card Year-Round Discount and Theory CRM Coupons). The Discount cannot be transferred nor exchanged for cash or any other gifts or coupons. No exchange or return would be provided for products purchased with the Discount under this promotion. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
BUNDLE PROMOTION
(1) Promotional Period: The Promotional Period is from 1 July, 2025 until further notice. (2) Designated Store in respect of this Promotion: Theory Online Store at hk.theory.com, tw.theory.com, sg.theory.com and au.theory.com (collectively “Theory Online Stores”). (3) How to enjoy this Promotion: During the Promotional Period, all customers can enjoy an additional discount upon purchasing, as the case maybe, 2 or 3 items of the same style (as may be designated by Theory from time to time) in any size or color (collectively the “Designated Items”) in one single transaction at Theory Online Stores (collectively the “Discount”). The Designated items, and the number of Designated Items required to be purchased to unlock the Discount, will be specifically marked on Theory Online Stores. Customers are required to add the Designated Items into bag to unlock the amount of the Discount. The Discount will automatically apply at checkout. (4) General Terms and Conditions: The Discount cannot be used in conjunction with any other discounts, promotional offers and coupons (including but not limited to Theory VIP discounts/Theory VIP Birthday discounts, Credit Card Year-Round Discount and Theory CRM Coupons). The Discount cannot be transferred nor exchanged for cash or any other gifts or coupons. No exchange or return would be provided for products purchased with the Discount under this promotion. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
STUDENT PROGRAM
(1) Promotional Period: The Promotional Period is from September 15, 2025 to August 31, 2026 (both days inclusive). (2) Eligibility: (i) Undergraduate and postgraduate students at universities in Hong Kong (the “University Students”); and (ii) University Students graduating in the year of 2025 (collectively the “Eligible Customers”). (3) Designated Store in respect of this Promotion: Theory Online Store at hk.theory.com (collectively “Theory Online Store”). (4) How to enjoy this Promotion: During the Promotional Period, Eligible Customers can enjoy a 25% discount on selected items (the “Discount”) at Theory Online Store by emailing a soft copy of a valid university student card issued by any universities in Hong Kong (the “Valid Student Card”) to our Customer Service team at customerservicehk@theory.com to verify identity. Upon successful verification, Eligible Customers would receive a unique, single use promotional code (the “Promotional Code”) via email. Eligible Customers can enjoy the Discount by inserting the Promotional Code at checkout. For verification purpose, University Students grading in the year of 2025 shall provide a Valid Student Card which shall remain valid within the year of 2025. (5) General Terms and Conditions: The Discount does not apply to Bundles. The Promotional Code would expire once used. Save and except designated gift offers designated by Theory from time to time, the promotion cannot be used in conjunction with any other discounts, promotional offers and coupons (including but not limited to Theory VIP discounts/Theory VIP Birthday discounts, shopping mall loyalty program discounts (where applicable), other Credit Card Year-Round Discount and Theory CRM Coupons). The Discount cannot be transferred nor exchanged for cash or any other gifts or coupons. Customers who provide inaccurate information would not be eligible to enjoy this promotional offer. No exchange or return would be provided for products purchased with the promotion under this promotion. This promotional offer cannot be used in conjunction with Theory staff discount. To enjoy this promotional offer, Eligible Customers agree and acknowledge that our Customer Service team is entitled to receive a soft copy of the Valid Student Cards for verification and record-keeping purpose. By participating in the promotion, Eligible Customers are deemed to agree with and be bound by these Terms and Conditions and Theory's Privacy Policy at https://hk.theory.com/privacy-policy_hk.html. Eligible Customers agree and acknowledge that Theory will only use the personal data collected for the purposes of this promotional offer, and the information will be kept strictly confidential. Unless otherwise agreed by the Eligible Customers, their personal data will not be used for any other purpose (including but not limited to direct marketing purpose) and will be destroyed after the relevant purposes are completed. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
TRAVEL GWP OFFER
(1) Promotional Period: The Promotional Period is from 9 October, 2025 to 31 October, 2025 (both days inclusive). (2) Designated Store in respect of this Promotion: Theory Online Store at hk.theory.com (collectively “Theory Online Store”). (3) How to enjoy this Promotion: During the Promotional Period, all customers can receive one Theory Limited Edition Tote Bag (the “Gift”) upon purchase of two regular-priced items, including at least one selected travel theme items (“Eligible Product”) at any Theory Online Store. The Gift will be dispatched together with their ordered items. (4) General Terms and Conditions: The Gift shall be returned unworn or unused (as the case maybe), and in new, clean and original conditions with all tags and packing (if applicable) intact, if customers return the Eligible Product; otherwise, the customers’ right to exchange/refund in respect of that transaction would be restricted. Only the Gift in stock at the store would be available for redemption by the Eligible Customers. No intra-store transfer, or exchange or return of Gifts would be allowed. The Gift would be randomly distributed and cannot be selected by customers. The Gift are available on a “first-come-first-served” basis while stock lasts. This promotional offer cannot be used in conjunction with Theory staff discount and other offers/discounts designated by Theory. The Gift cannot be transferred, nor be exchanged for cash, other products/gifts or coupon. No refund or change, whether in cash or in other form, will be given to Eligible Customers. THEORY (H.K.) LIMITED (“Theory”) is not the manufacturer of the Gift. Accordingly, Theory makes no representation or warranty in respect of the Gift (including but not limited to the quality). Except for liability which cannot be limited or excluded by law, Theory shall not be responsible for any matters arising out of or in relation to the Gift. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
PANT OFFER
(1) Promotional Period: The Promotional Period is from 17 October, 2025 to 31 October, 2025 (both days inclusive). (2) Designated Store in respect of this Promotion: (i) Theory Online Store at hk.theory.com, tw.theory.com, sg.theory.com and au.theory.com (collectively “Theory Online Stores”). (3) How to enjoy this Promotion: During the Promotional Period, all customers can instantly enjoy the following discounts (collectively “Discount”) upon meeting the designated purchase threshold in one single transaction (collectively “Purchase Threshold”) at the Designated Theory Online Stores: (1) 15% extra discount upon purchase of any 2 pants; (2) 20% extra discount upon purchase of any 3 pants or above. (4) General Terms and Conditions: The Threshold Discount does not apply to the purchase of Bundles and discounted products (collectively “Excluded Products”). Purchase of the Excluded Products would be included in the Purchase Threshold, but the Threshold Discount does not apply to the Excluded Products. Save and except “Pants Voucher $100” under CRM Coupon, shopping mall coupons and designated “Gift With Purchase” offers, the Discount cannot be used in conjunction with any other discounts, promotional offers and coupons (including but not limited to Theory VIP discounts/Theory VIP Birthday discounts, shopping mall loyalty program discounts, Credit Card Year-Round Discount and Theory CRM Coupons). Subject to these terms and conditions, items purchased under other promotions specifically designated by Theory would be included in the Purchase Threshold. The Discount cannot be transferred nor exchanged for cash or any other gifts or coupons. No exchange or return would be provided for products purchased with the Discount under this promotion. This promotional offer cannot be used in conjunction with Theory staff discount. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
(1) Promotional Period: From April 1, 2024 until further notice. (2) Eligibility: Customers who successfully subscribe to Theory Newsletters during the Promotional Period (“Eligible Customers”). (3) Designated Store in respect of this Promotion: The new Theory Online Store at hk.theory.com, tw.theory.com, sg.theory.com and au.theory.com (collectively “Theory Online Stores”). (4) How to enjoy this Promotion: Eligible Customers can enjoy 15% off on regular-priced products at Theory Online Stores (subject to the Excluded Products as defined below) (the “Discount”) by entering the promotional code at checkout. The promotional code would be sent, via email, to Eligible Customers upon successful newsletter registration. (5) General Terms and Conditions: The Discount only applies to the first order placed by Eligible Customers on Theory Online Stores. The Discount does not apply to the purchase of Theory Project products, Bundles and permanent/core items (the “Excluded Products”). The Discount cannot be used in conjunction with any other discounts, promotional offers and coupons (including but not limited to Theory VIP discounts/Theory VIP Birthday discounts, Credit Card Year-Round Discount and Theory CRM Coupons). The Discount cannot be transferred nor exchanged for cash or any other gifts or coupons. No exchange or return would be provided for products purchased with the Discount under this promotion. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
BUNDLE PROMOTION
(1) Promotional Period: The Promotional Period is from 1 July, 2025 until further notice. (2) Designated Store in respect of this Promotion: Theory Online Store at hk.theory.com, tw.theory.com, sg.theory.com and au.theory.com (collectively “Theory Online Stores”). (3) How to enjoy this Promotion: During the Promotional Period, all customers can enjoy an additional discount upon purchasing, as the case maybe, 2 or 3 items of the same style (as may be designated by Theory from time to time) in any size or color (collectively the “Designated Items”) in one single transaction at Theory Online Stores (collectively the “Discount”). The Designated items, and the number of Designated Items required to be purchased to unlock the Discount, will be specifically marked on Theory Online Stores. Customers are required to add the Designated Items into bag to unlock the amount of the Discount. The Discount will automatically apply at checkout. (4) General Terms and Conditions: The Discount cannot be used in conjunction with any other discounts, promotional offers and coupons (including but not limited to Theory VIP discounts/Theory VIP Birthday discounts, Credit Card Year-Round Discount and Theory CRM Coupons). The Discount cannot be transferred nor exchanged for cash or any other gifts or coupons. No exchange or return would be provided for products purchased with the Discount under this promotion. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
STUDENT PROGRAM
(1) Promotional Period: The Promotional Period is from September 15, 2025 to August 31, 2026 (both days inclusive). (2) Eligibility: (i) Undergraduate and postgraduate students at universities in Hong Kong (the “University Students”); and (ii) University Students graduating in the year of 2025 (collectively the “Eligible Customers”). (3) Designated Store in respect of this Promotion: Theory Online Store at hk.theory.com (collectively “Theory Online Store”). (4) How to enjoy this Promotion: During the Promotional Period, Eligible Customers can enjoy a 25% discount on selected items (the “Discount”) at Theory Online Store by emailing a soft copy of a valid university student card issued by any universities in Hong Kong (the “Valid Student Card”) to our Customer Service team at customerservicehk@theory.com to verify identity. Upon successful verification, Eligible Customers would receive a unique, single use promotional code (the “Promotional Code”) via email. Eligible Customers can enjoy the Discount by inserting the Promotional Code at checkout. For verification purpose, University Students grading in the year of 2025 shall provide a Valid Student Card which shall remain valid within the year of 2025. (5) General Terms and Conditions: The Discount does not apply to Bundles. The Promotional Code would expire once used. Save and except designated gift offers designated by Theory from time to time, the promotion cannot be used in conjunction with any other discounts, promotional offers and coupons (including but not limited to Theory VIP discounts/Theory VIP Birthday discounts, shopping mall loyalty program discounts (where applicable), other Credit Card Year-Round Discount and Theory CRM Coupons). The Discount cannot be transferred nor exchanged for cash or any other gifts or coupons. Customers who provide inaccurate information would not be eligible to enjoy this promotional offer. No exchange or return would be provided for products purchased with the promotion under this promotion. This promotional offer cannot be used in conjunction with Theory staff discount. To enjoy this promotional offer, Eligible Customers agree and acknowledge that our Customer Service team is entitled to receive a soft copy of the Valid Student Cards for verification and record-keeping purpose. By participating in the promotion, Eligible Customers are deemed to agree with and be bound by these Terms and Conditions and Theory's Privacy Policy at https://hk.theory.com/privacy-policy_hk.html. Eligible Customers agree and acknowledge that Theory will only use the personal data collected for the purposes of this promotional offer, and the information will be kept strictly confidential. Unless otherwise agreed by the Eligible Customers, their personal data will not be used for any other purpose (including but not limited to direct marketing purpose) and will be destroyed after the relevant purposes are completed. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
TRAVEL GWP OFFER
(1) Promotional Period: The Promotional Period is from 9 October, 2025 to 31 October, 2025 (both days inclusive). (2) Designated Store in respect of this Promotion: Theory Online Store at hk.theory.com (collectively “Theory Online Store”). (3) How to enjoy this Promotion: During the Promotional Period, all customers can receive one Theory Limited Edition Tote Bag (the “Gift”) upon purchase of two regular-priced items, including at least one selected travel theme items (“Eligible Product”) at any Theory Online Store. The Gift will be dispatched together with their ordered items. (4) General Terms and Conditions: The Gift shall be returned unworn or unused (as the case maybe), and in new, clean and original conditions with all tags and packing (if applicable) intact, if customers return the Eligible Product; otherwise, the customers’ right to exchange/refund in respect of that transaction would be restricted. Only the Gift in stock at the store would be available for redemption by the Eligible Customers. No intra-store transfer, or exchange or return of Gifts would be allowed. The Gift would be randomly distributed and cannot be selected by customers. The Gift are available on a “first-come-first-served” basis while stock lasts. This promotional offer cannot be used in conjunction with Theory staff discount and other offers/discounts designated by Theory. The Gift cannot be transferred, nor be exchanged for cash, other products/gifts or coupon. No refund or change, whether in cash or in other form, will be given to Eligible Customers. THEORY (H.K.) LIMITED (“Theory”) is not the manufacturer of the Gift. Accordingly, Theory makes no representation or warranty in respect of the Gift (including but not limited to the quality). Except for liability which cannot be limited or excluded by law, Theory shall not be responsible for any matters arising out of or in relation to the Gift. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.
PANT OFFER
(1) Promotional Period: The Promotional Period is from 17 October, 2025 to 31 October, 2025 (both days inclusive). (2) Designated Store in respect of this Promotion: (i) Theory Online Store at hk.theory.com, tw.theory.com, sg.theory.com and au.theory.com (collectively “Theory Online Stores”). (3) How to enjoy this Promotion: During the Promotional Period, all customers can instantly enjoy the following discounts (collectively “Discount”) upon meeting the designated purchase threshold in one single transaction (collectively “Purchase Threshold”) at the Designated Theory Online Stores: (1) 15% extra discount upon purchase of any 2 pants; (2) 20% extra discount upon purchase of any 3 pants or above. (4) General Terms and Conditions: The Threshold Discount does not apply to the purchase of Bundles and discounted products (collectively “Excluded Products”). Purchase of the Excluded Products would be included in the Purchase Threshold, but the Threshold Discount does not apply to the Excluded Products. Save and except “Pants Voucher $100” under CRM Coupon, shopping mall coupons and designated “Gift With Purchase” offers, the Discount cannot be used in conjunction with any other discounts, promotional offers and coupons (including but not limited to Theory VIP discounts/Theory VIP Birthday discounts, shopping mall loyalty program discounts, Credit Card Year-Round Discount and Theory CRM Coupons). Subject to these terms and conditions, items purchased under other promotions specifically designated by Theory would be included in the Purchase Threshold. The Discount cannot be transferred nor exchanged for cash or any other gifts or coupons. No exchange or return would be provided for products purchased with the Discount under this promotion. This promotional offer cannot be used in conjunction with Theory staff discount. Theory reserves the right to amend these Terms and conditions without prior notice. Theory reserves the right of final decision in case of any dispute.