We’re proud to introduce Theory’s Fall ‘25 campaign: Made by NYC. Featuring Britt Lower and Calvin Royal III.

At its core, the work is an ode to New York City — celebrating individuality, pace, and possibility through the people who embody it. Few places carry as much cultural influence and everyday energy, and this moment reaffirms Theory’s role in shaping how New York looks, feels, and moves in the world.

The campaign spotlights Britt Lower, featured just days before her 2025 Emmy win for Outstanding Lead Actress in a Drama Series for her role as Helly R in Apple TV's Severance. Her textured career reflects the city’s grit and originality. Alongside her is Calvin Royal III, principal dancer at American Ballet Theatre and only the third Black dancer in history to hold the title. From the streets they’ve walked to the stages they’ve claimed, their journeys prove a simple truth: New York shapes its people as much as its people shape the city.

More than a seasonal story, Made by NYC signals the beginning of a new chapter for Theory — one that honors its essence while forging what comes next.

The response has been overwhelmingly positive, with audiences celebrating Theory for spotlighting Britt Lower just days before her Emmy win — and for honoring the roles both she and Calvin Royal III play in the fabric of New York’s cultural story.

Created and produced by Invisible Dynamics, the campaign reflects the start of our partnership with Theory: reimagining how the brand evolves, with New York at its core. With Made by NYC, Theory doesn’t just tell a story of the city — it lives it.

Watch Made by NYC below.