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Theory's Minimalist Activewear Takes Over Helmut Lang's Melrose Shop

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Although Helmut Lang has officially left the building, its former boutique on Melrose hasn't undergone much of a drastic makeover. The minimalist brand recently relocated to its installation space further west on the luxe shopping stretch, leaving neighboring Theory to quickly fill the void with its first-ever activewear boutique.

Dubbed Theory+, the brand is comprised of stylish performance gear that's wearable both in and out of the gym. In addition to high-tech athletic apparel for women and men—think moisture-wicking tops, compression leggings, translucent anoraks and more—the shop offers bicycles from Tokyobike, workout accessories, and much more health goth-approved merch.

Theory+ is open Monday through Friday from 11am to 7pm, and Saturday and Sunday from noon to 6pm.