Theory

Lovely clothes but I found the attitude of some of the staff somewhat odd/​unfriendly.

I can say with confidence that sales assistants at Theory are the best in central London– friendly, attentive and rush to the stock room to get your requirements ASAP
the store itself is in a good location and the layout of merchandise is clear
the clothes used to be simple cuts and practical but for some reasons the brand tend to add impractical details on each piece
prices are quite expensive (no piece is below £200)!!
will definitely check out this place every couple of months for new collections but buy regularly from there… Not going to happen

Theory is a design label with a strong concept. You will notice that the whole look of the brand it very elegant, timeless and simple, in other words very solid ant that includes both the shop as well the collections.
Theory is a design label with a strong concept. You will notice that the whole look of the brand it very elegant, timeless and simple, in other words very solid ant that includes both the shop as well the collections.
With clear colour palette, the products are very well made with high quality details. The label is excellent with perfect basic items for you wardrobe but I have also seen here most perfect silk dresses that I have dreamed of wearing is some perfect cocktail parties.
I am really struggling here whether I should give this place three of four starts? I am settling for three as I am so annoyed of the concept thinking as it makes me feel this brand has no personality? But once I see their spring collections I might come back for an update.

Theory is a staple clothing line in the US and now that it has expanded to the UK, it has opened a store in Westbourne Grove and now here in Marylebone High Street. The store as all of the Theory stores, has a very simple subdued decoration, with emphasis on good lightning, great styling on mannequins and in general good visual merchandising. The clothes are simple, elegant, and with perfect fit. Specially the trousers, they have a really flattering cut that camouflages the tummy and enhances the posterior (subtlety). The fabrics they use are of prime quality. Id say it’s easy to wear fashion, timeless and of good quality. The service is attentive and the prices in a medium range.