Theory Women

Theory is a contemporary fashion brand for women and men that was founded 21 years ago in New York, USA. Its creator is Andrew Rosen, a former CEO of Anne Klein and a senior executive of the famous Calvin Klein brand. He launched his brand with his co-founder and fashion designer Elie Tahari. The brand's strong identity revolves around a revolution that took place at the beginning of the 19th century but has only been democratised since the 1980s: the wearing of trousers. These had the power to make women confident and elegant. In an impending need for clothes to fit well, Theory developed an innovative stretch fabric that would greatly improve the performance of trousers. When creating Theory for men, the brand used the same principles so that they could also dress in innovative and stylish clothing. In 2000, after a licensing agreement with Link International of Japan to manufacture and distribute the brand, shops were released in Asia, primarily in Japan. Three years later, women's handbags and shoes were introduced on the same continent and marketed in 2006 in the United States. With a strong commitment to the spirit of women's independence, Theory strives to have "Be Heard" women as its muse. This initiative aims to celebrate the spirit of entrepreneurship through the testimonies of female change-makers, founders and industry revelations. The brand knows how to adapt to the world's issues, which is why its collection is designed to be the most environmentally friendly. "Good Wool is a carefully crafted merino wool, woven by renewable energy manufacturing pioneers in Italy. It also collects gently used clothing for The Year Up and encourages its customers to do so with the reward of new items at a reduced price. Theory is now looking to the future with its version 2.0. This involves the next generation of leadership taking the lead and guiding the brand towards constant evolution over time.

You can regularly find Théory private sales on Place des Tendances.