Theory
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About the brand
Theory was founded in New York City in 1997 by Andrew Rosen on the principle that modern women wanted to feel comfortable and sexy in contemporary clothing. At the time, there were designers creating either sleek, clean silhouettes or comfortable, reasonably priced separates, but no American fashion brands were doing both. Theory filled this gap by defining its customer as the intelligent, active, and fashion-savvy woman who needed clothes that could transition from office to family time, weekends, and evenings out. Placing a premium on fit and fabric quality, Theory revolutionized contemporary fashion by incorporating lycra into other fabrics, creating slimmer, more comfortable shapes. This signature "stretch" technology developed a cult following, with the Theory pant becoming a must-have wardrobe staple. Known for sleek American sportswear, the brand produces minimal designs with luxe fabrics and simple cuts that offer a modern fit. Today, Theory operates 434 retail locations worldwide with global sales approaching $1 billion, maintaining its focus on fit, feel, and appropriateness for the contemporary consumer rather than traditional marketing methods.
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