Theory

Theory was founded in 1997 on the principle that men and women want to feel comfortable and sexy in modern clothing. New York based founder Andrew Rosen geared the brand to answer the needs of a contemporary customer, one who has a demanding and versatile lifestyle. Placing a premium on fit and fabric quality, Theory created a collection of stand alone pieces that serve as the foundation of our consumer's wardrobe. Theory incorporated the ideologies of both successful merchandising models of American fashion companies and the quality and craftsmanship of European fashion houses. By merging the two ideologies Theory has been able to deliver a superior product. Theory seized the technological opportunities available to spin Lycra into other fabrics, creating slimmer, more comfortable shapes. Theory's signature "stretch" fit developed a cult following and the Theory pant became a must-have for every woman's wardrobe.

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