In Theory
09-2008
 In celebration of their launch,
Theory sunglasses took to the
streets of Manhattan where
they were fitted and feted by
chic denizens city-wide. From
the West Village to the Upper
East Side, passersby received a
bit more than their 15 minutes
of fame as they were chosen to
be interviewed on their fashion
styles and then assisted with the
selection of the perfect fall accessory:
Theory sunglasses.
Captured on film, these 29 and
counting “street stars” were selected for
their embodiment of New York’s everyday
fashion pastiche. Billi (top) was
spotted in the trendy Meat Packing
District on 14th Street and 9th Avenue
in front of the Apple Store. Wearing
stylized accessories and a charming
smile, Theory’s full-rimmed Hudson
sunglasses in tortoise suited her retro
look perfectly. Meanwhile, Traci (right)
of Park Slope, Brooklyn, was stopped on Greenwich Street
sporting a chic “Diana Vreeland meets Grace Kelly” ensemble.
Theory’s translucent Mercer style shades completed her smart
fashion flair.
Each of Theory’s sunglass styles are named for iconic New York
City streets. The Astor, the Gansevoort, the Mercer, the Hudson
and the Essex are all sunglass models paying tribute to the urban
environments that inspired them.
Check out the full project, featuring each participant and their
fashion story, on the Theory web site:
www.theory.com.
—Jackie Micucci
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