overview
Theory tapped Milk as its digital agency of record to pioneer its e-commerce experience and help future-proof the brand online. What started as a call to boost digital sales evolved into a full-scale transformation of Theory’s brand expression—spanning strategy, content, UX, and systems.
Say: Campaigns & Media
Art Direction & Copy
Photo, Video & Motion
Creative Strategy
Be: Branding & Consulting
Research & Insights
Visual & Verbal Identity
Do: Products & Experiences
Websites & Digital
Challenge
Despite being a staple of modern American fashion, Theory's digital presence hadn’t caught up to its design philosophy. The brand needed to evolve its e-commerce, photography, and marketing to meet a new generation of customers—without losing its foundational values.
Solution
We partnered with Theory over a decade ago, when digital-first was still uncharted territory in fashion. Our goal: pioneer their first e-commerce experience and elevate their presence across every digital touchpoint.
Our work spanned strategy, UX, content, and creative operations—developing a refreshed brand voice, launching a new editorial-forward website, and producing 30+ shoots across categories. We helped build an internal engine for scale, evolving Theory’s digital presence into one that matched its design legacy: clean, intentional, and built to last.
outcome
Editorial Shoots
Organic Impressions on #TheoryRed
Increase in Email Click Rates
Digital Editorial Assets
