Introducing Made by NYC. Theory Fall ‘25.
For Fall ’25, Theory turns to Britt Lower — Academy of Television Arts & Sciences (Emmy Award)–winning Severance star and NYC-based actress and artist — whose story is as original and textured as the city itself.
From the streets she’s moved through to the stages she’s made her own, every chapter of her story shows how New York shapes the people who shape it back.
Made by NYC marks the beginning of our partnership with Theory — evolving the brand while staying true to what makes it unique.
More to come.
#MadeByNYC#Theory
Creative Concept, Content Strategy, and Art Direction by Invisible Dynamics and Theory. Production by Invisible Productions.
Britt Lower
Client Theory
Theory Global CEO Dinesh Tandon
Theory VP of Integrated Marketing Biz Zast
Theory Marketing Director Lillian Wimberly
Theory Senior Director, Global Creative Caroline Gendron
Theory Senior Creative Producer Katie Fish
Theory Fashion & Market Editor, Sam Franco
Agency Invisible Dynamics
Production Invisible Productions
Director and Campaign Photographer Joshua Woods
DOP Kenny Suleimanagich
Stylist Jasmine Hassett
Set Designer Bethany Yeap
Social Content Ali Asperheim
BTS Stills Nick Crawford
Take one My first apartment in New York was in Bushwick. I hung a hammock above my bed after a long day. Running about the city, I could come home and lay in my hammock. Patty Smith was playing at Webster Hall and it was sold out. Maybe like a year later I got to actually perform a play that she and Sam Shepard wrote together in Webster Hall as one of those formative spots for me. I used to bike everywhere. I love all of the bike paths in New York City, but particularly the Williamsburg Bridge. That's how I got to know all of the different boroughs. Sometimes I would like all of them in one day. My 4th spot would be the Metropolitan Museum of Art. A friend of mine was an art student at Cooper Union. He invited me as his guest and we got to see these original climbed drawings. OK so I don't know if this is still the case, but at one point in time you could go camping in Brooklyn. At a place called Floyd Bennett Field and I decided one year for my birthday that I really wanted for all of my friends and I to go camping. We get there, we are all of a sudden, all of us attacked by these Jurassic sized mosquitoes. And it was this moment of like, oh, I really wanted to go camping in Brooklyn. We got on a bus and we went out to the beach. We set up our tents and just spent the day like you do in New York. You know, you turn things around.
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