Theory and Organic Avenue Pair Up For Summer

by Alex R. Travers


For the summer season, Organic Avenue—New York City’s popular provider of juices and vegan foods—is joining forces with the fashion brand Theory. Starting tomorrow, June 14, Organic Avenue pop-ups will open inside Theory’s East Hampton and Southampton locations. “Hosting Organic Avenue in Theory stores seems like a natural fit,” says Theory founder Andrew Rosen. “Both brands put an emphasis on producing the best possible product within our respective fields.” The collaboration aims to reinforce the companies’ dedication to providing customers with products that enhance a modern and active lifestyle.

In my opinion, a man or women dressed in Theory personifies simple elegance. The brand’s tasteful blouses—the most flattering made in silk crepe and georgette fabrics—are clean and lightweight, perfect as stand-alone pieces or bases for layering. Ditto for the stretch-cotton pants, which have become year-round staples for both men and women. This simple philosophy has earned Theory an outstanding reputation.

Organic Avenue has always had considerable appeal to its customers. One of the most irresistible items on their menu is the Precious Pear juice.  It’s healthy, refreshing, and has natural pear flavors. At the pop-up stores, you’ll be able to choose from an assortment of fruit and vegetable juices, booster shots, and OA Mini children’s juices. Also available: A personalized concierge cleanse service and Organic Avenue’s Grab ‘n’ Go summer cleanse.

Theory East Hampton is located at 46 Newton Lane, Suite 5, East Hampton, New York; Theory Southampton is located at 98-100 Main Street, Southampton, New York; hours are Monday to Saturday from 10 a.m. to 7 p.m., and Sunday from 11 a.m. to 5 p.m.

To learn more about Theory, visit

To learn more about Organic Avenue, visit