THEORY

21 Item(s)

Set Ascending Direction

21 Item(s)

Set Ascending Direction

Andrew Rosen founded Theory in 1997 on the principle that modern men and women want to feel comfortable and sexy in modern clothing. Theory is geared to answer the needs of a contemporary customer, one who is sophisticated and discriminating, yet seeking comfort and value not addressed by designer companies. Since the inception of Theory, the contemporary clothing business has become the most exciting segment of the Fashion marketplace. Theory blends the successful merchandising models of American fashion companies with the quality and craftsmanship of European fashion houses. By merging the two ideologies, Theory has been able to deliver a superior product and unique consumer experience. Rather than investing in traditional advertising, Theory invests in the technical development of each collection, continually emphasizing the quality of the fabric and perfection of the fit.