Theory was founded in 1997 on the principle that 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 has a demanding and versatile lifestyle sophisticated urban and discriminating yet seeking comfort and value.
Theory defines its customer as global intelligent and fashion-savvy. Placing a premium on fit and fabric quality and seizing the technological opportunities available to spin Lycra into other fabrics creating slimmer more comfortable shapes Theory created a collection of stand alone pieces that serve as the foundation of our consumer's wardrobe.
Today Theory continues to evolve and grow its global presence while remaining grounded in its founding principles: a simple design philosophy clean silhouettes quality craftsmanship and fit. Theory’s emphasis has always been on the clothes. Ask a woman about her favorite black pants or a guy about the jacket he throws on over everything. They’ll tell you “It’s Theory.”