City livin’

Theory Project launches with former Lanvin designer Lucas Ossendrijver at the helm
By Bailey Slater | Fashion | 7 September 2022

Since its founding in 2014, New York-based label Theory has earned a fierce reputation for creating simple yet striking clothing aimed at solving life’s problems, not adding to them. Taking inspiration from the chicness of its immediate environment, and spurred on further by the hustle and bustle of a sleepless metropolis, an affinity to Theory speaks to purpose, ease and excitement.

As luck would have it, such a clear mission has proven immensely inspiring for former Lanvin designer Lucas Ossendrijver, who makes his debut for the brand with Theory Project – a collection that answers any and all questions a day in the city poses. “In New York, I always feel a sense of purpose. People are always going places, and their attitude and the way they dress reflects this. The styling is a mix that feels accidental and blurs categories. It’s the unexpected element that inspires me,” says Ossendrijver. 

Grounded in a feasible reality, there’s delightful and concise energy to Ossendrijver’s work. In plissé column skirts and cherry-hued formalwear, the Dutch visionary toes the line of unfussy minimalism and classic beauty with airy fits and clean, smooth lines. His jackets don’t cling, they sway and curl. His skirts don’t droop, they flow and ruffle. Even his trousers get the memo, standing tall and robust in technical fabrics that intend to subvert tailoring traditions.


“I am drawn to Theory because we both believe in empowering people—making their life easier and making them feel good about themselves,” the designer elaborates. “Because of Theory’s scale and the purposefulness of the products, the clothes have real impact. It’s not about creating editorial looks that look great in an image or on a catwalk—It’s a product that lives on the street.”

Ossendrijver’s Fall 2022 collection ranges from $95 to $1,195 USD and will be available at Theory stores and online at from September 7th 2022

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