Little Big City
Alyssa Coscarelli, The Editors of TheoryA newsletter about small brands, big cities, and everything in between — by Alyssa Coscarelli. One monthly personal dispatch with recent thoughts and musings (essay-style!) + one monthly highly curated city or shopping guide (paid subs only).
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 33 | Founded | 2 years ago | Last Issue | 3 months ago |
| Active | |||||
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alyssainthecity.substack.comLatest Issues
LA Stole My Style — But I’m Rebuilding It in NYC
This article is in partnership with Theory.
Theory’s Fall ‘26 collection was inspired by this iconic, black-and-white Peter Lindbergh photoshoot.
I still remember one of my first trips to New York City at the age of 10. On those v...
My New York apartment nightmare, and coming out the other side
It’s taken me quite a while to sit down and write this — roughly eight months. I just keep thinking about that meme that goes, “Yep, that’s me. You’re probably wondering how I got into this situation…,” in reference to how I ended up sleep-...
A little holiday surprise I put together…
Unbelievably, the year is wrapping up soon, and I’ve been working on so many exciting, new projects that I almost wish it wasn’t. I’ve got such momentum going that I sort of hate that everyone’s getting ready to log off. Don’t get me wrong,...
Making The Case for *Not* Working From Home
At home in LA.
For many years, I thoroughly enjoyed working from home. I lived it UP — sweatpants on, hoodie atop my head, laptop propped upon a pillow in bed, piping hot matcha in my favorite mug on the nightstand. This was the dream offi...
Some People Run Marathons — I Shop Vintage Shows
My complete guide to shopping vintage markets, and my tricks to find the best stuff at even the most overwhelming events.
It’s one of my favorite times of year to vintage shop. Something about the temps dropping gets me excited to hunt for...
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| Subscribers | Engagement | 72 | Monthly Web Visits | ||
|---|---|---|---|---|---|
| Accepts Sponsors | Estimated Cost per Ad | ||||
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Authors
The writers behind this newsletter.
Fashion editor in past life, digital entrepreneur in current life. NYC, then LA, and back again. I like big cities and small brands.
An unfiltered weekly digest sharing our theories on the latest trends, guest edits, New York recommendations and reverie, and behind-the-scenes stories about the people who make Theory tick.
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