Theory

Over two decades ago, Andrew Rosen founded New York label Theory with a simple concept of the new urban uniform. Theory made it their mission to change the way women feel through how they dress with a roster of elevated essentials and stripped back designer wear, which reimagines traditional notions of femininity. Beginning with the brand’s conception of an innovative stretch fabric, the perfect pants were born. By seamlessly blending sportswear with workwear aesthetic, Theory uncovered a ground-breaking fit that would empower women to feel more confident, smart and stylish.

Versatility is at the core of the brand’s aesthetic, with a range of finely designed outerwear, skirts, trousers, shirts, dresses and accessories. From meticulously spun silk to supple leathers and buttery soft cashmere, each collection is hallmarked by premium, luxury fabrications balanced with accessible design.

Laying the foundation many a brand to follow, Theory have cemented minimalist style codes in women’s fashion that has ensured an enduring legacy. Blending soft focus design, neutral palettes, and precision tailoring that accentuates the form rather than hiding it, each collection by Theory is a lesson in restraint and contemporary codes of luxury.