This season marks the next chapter of Made by NYC — Theory’s evolving platform celebrating the people, principles, and pace that shape the city. For Holiday ’25, the story takes new form with Gifted by You, a seasonal expression rooted in the rituals of winter, and the quiet generosity that defines gifting in New York.

The hero campaign follows New Yorkers Laura Reilly and Nir Sarig and their gifting rituals — grounding the season in small, considered gestures. Alongside that narrative, the Holiday collection expands the material side of the universe — highlighting the textures, forms, and essentials that define winter dressing.

Three product stories bring the Holiday collection to life:

Made for Gifting
An edit rooted in tactility and intention — soft accessories, elevated basics, and small luxuries designed to fit into anyone’s routine. Pieces with quiet presence and real staying power.

Sweater Shop
A study of knitwear and texture. Relaxed fits, touch-me yarns, and layers that balance polish with ease — made to move through the city, stay in, or slow down when the moment calls for it.

Form Meets Forecast
Clean, weather-aware silhouettes built for real life outside: lightweight structure, refined insulation, and proportions that hold their form in motion. Outerwear designed for the forecast, and for the city that shapes it.

Together, these stories extend the world established by the campaign — translating its warmth, precision, and New York sensibility into product. It’s Theory’s modern minimalism expressed through form, texture, and the way great design quietly supports the season.

Shot with an emphasis on materiality and proportion, Made by NYC. Gifted by You. reflects the creative codes we’ve developed with Theory across the year — elevated simplicity, authentic storytelling, and New York as an active source of identity and inspiration.

Explore the collection here.