In keeping up with SF’s retail shuffle, we’ve been curious to see the mysteries of 120 Maiden Lane unfold. Less than seven months ago, Helmut Lang opened its doors on downtown’s tony shopping alley. Today, the minimalist boutique has newly hung banners and signs reading Theory (check out the picture we snapped yesterday).


120 Maiden Lane, Summer 2007                        120 Maiden Lane, April 2008

So what’s the deal? The parent company of both brands, Link Theory Holdings Co., is tight lipped about the changes. Just two weeks ago we stopped by the Helmut Lang store lined neatly with racks of its signature skinny blazers and stovepipe pants. As of last week, we popped in again to see the place getting a total overhaul. Women who love Theory’s signature structured yet feminine suits will be happy to hear that the word on the street is 120 Maiden Lane will become a Theory store, and Fillmore Street will soon be home to a fashion double feature of Theory with Helmut Lang. Stay tuned for an official opening date.


Helmut Lang photo courtesy of Aarospace