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
- Wine Country
- Holiday Gift Guide
- Holiday Recipes
- Events + Openings
- Workouts + Wellness
- Culinary Road Trip
- Community + Activism
- Cooking Videos
- COVID-19
- LGBTQ Pride
- Art + Design
- popular
- Test
- San Francisco
- East Bay
- Oakland
- Marin
- Silicon Valley
- Tahoe
- Secret Recipe
- Foodie Agenda
- Drink Here Now
- The Big Eat
- Play
- Tech
- Weddings
- Top Stories
- From Our Partners
- Property Porn
- Apartment Porn
- Brunch Topics
- Cannabis Insider
- Weekend Guide
- Monthly Agenda
- The Sunday Read
- Neighborhood Guide
- Best of San Francisco
- Most Popular
- Travel
- Dining + Restaurants
- Style Council 2016
- Cannabis
- 7x7 Hot 20
- 7x7 Cannabis Guide
- Bay Area Wellness Guide
- Shop Talk
- Music + Concerts
- Bay Area News
- News + Politics
- Restaurant Review
- Made in the Bay Area
- Style Council 2017
- Humor
- Manually populated
- Right Rail Most Read
- Sports
By
Related Articles