When I saw this colourful collage on the wall in Theory's Meat Packing flagship store I just loved the in-store installation for its artistic visual appeal as well as the philanthropic and historical value. Theory's Icon Project is the US brand's program designed to encourage the development and exposure of iconic initiatives. And after launching the program at the Gansevort Street flagship & HQ location last year, this summer's project is called 'Hair Museum' to celebrate the 40th anniversary of "Hair: The American Tribal Love-Rock Musical," and comes from the James Rado Hair Museum itself. The store was the first US Theory location to carry a collection of "Age of Aquarius" items designed with James Rado and Gerome Ragni's 60s classic in mind. This is hippy chick memorabilia to inspire and create not to mention wear!
The hippie headbands, scarves and fringe belts that are still also on sale in-store were intended to be a preview for the show's month-long engagement at the Delacorte Theater in Central Park, staged by New York's The Public Theatre, which put on the epic musical's debut performance back in 1967.
What a classic example of art being delivered in a cultured mix of retail - a real token of Theory's dedication to bringing art to the public through its Theory Icon Project.
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