Theory launches new loungewear collection

By

Gabriella Lacombe

Published
Nov 10, 2020

Men's and women's contemporary fashion brand Theory has announced the launch of a new holiday collection of home and loungewear, Luxe Lounge. 

An exclusive new collection of mix-and-match styles, Luxe Lounge offers a range of women's separates all in silk jersey. The collection, offering tops, pants, hoodies and joggers, ranges in price from $125 to $275. All pieces are machine washable. The collection's pieces come in a palette of neutrals, including black, white, light blue, earthy green and oat grey. 

The Luxe Lounge assortment joins the men's edit of Luxe Lounge and 'work from home' styles, including t-shirts, pullovers, hoodies and joggers.

The collection is available now on Theory.com and in Theory's physical stores. 

Theory's push into loungewear comes at a time when many brands are leaning into the category during Covid-19, as many consumers stay at home and focus on categories that can be worn around the house, including loungewear, activewear and lingerie. Amidst the pandemic, several brands have launched loungewear this year, including Refinery29, Ganni, Madewell and 11 Honoré, among others. 

According to a recent report from Marketwatch, the global sleepwear and loungewear market is projected to grow by US$19.5bn during 2020-2024, progressing at a CAGR of 9% during the forecast period.