Theory
The Morning Rush

To create a buzzy moment and splash around New York Fashion Week and the release of The Cut’s first-ever standalone print issue, The Cut and Theory collaborated on a custom, co-branded coffee cart. Popping up on the corner of Lafayette and Spring Street in NYC, the decked-out truck served a menu of iced and hot lattes and Americanos. Our brand ambassadors, attired stylishly in Theory outfits, passed out copies of The Cut’s September issue and encouraged guests to enter a sweepstakes for a chance to win a Theory item of their choice valued up to $599 from the Theory store on Greene Street.

Team: Vox Media