How New York’s Minimalists Are Adapting to a Maximalist WorldTheory
Founded in 1997, Theory is a New York-based contemporary fashion brand known for its focus on luxury essentials and precision tailoring. Now a subsidiary of Japanese retail giant Fast Retailing, the brand produces minimalist men’s and women’s collections
Partner content by Theory
In 1997, Theory was founded in New York on the simple idea that exceptional fit, fabric and style can empower us to change the way we dress and live. Nearly three decades later, we continue to perfect our offering of timeless, elevated wardrobe essentials. Inspired by the city's energy, vibrance and sophistication, Theory is designed with the urban dweller in mind. Our aim is to create clothes that inspire everyday confidence - for work and beyond - so you can make your mark.
Company Snapshot
TYPEPrivate
ESTABLISHED1997
HEADQUARTERSUnited States
EMPLOYEES1,001 - 5,000
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Highlights
How New York’s Minimalists Are Adapting to a Maximalist World
Why Fashion and Television Are Cosier Than Ever
Lucas Ossendrijver to Design Capsule Collections for TheoryOTHER LINKS
Theory Peeled Back the Curtain
The Cut
Good Talks
CFDA
Michelle Obama's Plain Words in a Plain Suit
The New York Times
Is It Possible to Build a Fully Traceable Outfit?
Vogue Business
Theory Fall 2026 Ready-to-Wear
Vogue Runway
Theory Fall 2026 Menswear
Vogue Runway
What Industry’s Ken Leung Learned About Style
GQ
Latest News & Analysis
Workplace & Talent
How to Design Wellness Programmes Employees Actually Use
Rather than offering gym memberships and spa days as purely superficial perks, fashion firms must learn to treat wellness as a business tool that truly enhances employee happiness and productivity.
How to Design Wellness Programmes Employees Actually Use
Rather than offering gym memberships and spa days as purely superficial perks, fashion firms must learn to treat wellness as a business tool that truly enhances employee happiness and productivity.
Retail
Theory Taps Chloé Executive as New Europe CEO
Theory, the New York-based contemporary fashion brand owned by Japanese conglomerate Fast Retailing, has appointed Marco Gentile to be its new chief executive officer for the UK and Europe.
Theory Taps Chloé Executive as New Europe CEO
Theory, the New York-based contemporary fashion brand owned by Japanese conglomerate Fast Retailing, has appointed Marco Gentile to be its new chief executive officer for the UK and Europe.
Sports
How to Open a Store in 2022
From seamless online-to-offline offerings to Metaverse-inspired installations, the standards of brick-and-mortar retail have evolved since the pandemic struck.
How to Open a Store in 2022
From seamless online-to-offline offerings to Metaverse-inspired installations, the standards of brick-and-mortar retail have evolved since the pandemic struck.
Sustainability
The Tech Tools That Want to Solve Fashion’s Supply Chain Problems
The industry’s opaque and sprawling supply chain does tremendous human and environmental damage. Companies offering new tools say they have solutions.
The Tech Tools That Want to Solve Fashion’s Supply Chain Problems
The industry’s opaque and sprawling supply chain does tremendous human and environmental damage. Companies offering new tools say they have solutions.
News & Analysis
Theory: Defining the New Modern
To welcome Theory to BoF Careers, we sit down with CEO and founder, Andrew Rosen, to talk about the company’s how the company is "defining the new modern".
Theory: Defining the New Modern
To welcome Theory to BoF Careers, we sit down with CEO and founder, Andrew Rosen, to talk about the company’s how the company is "defining the new modern".
Retail
The Contemporary Market Needs a Rebrand
How will middle-market labels that survive the pandemic convince shoppers their products are worth their price tag? The answer may be to get out of department stores — and tweak the narrative.
The Contemporary Market Needs a Rebrand
How will middle-market labels that survive the pandemic convince shoppers their products are worth their price tag? The answer may be to get out of department stores — and tweak the narrative.
Retail
Fast Retailing Predicts 44% Annual Profit Decline Due to Coronavirus
The owner of brands including Uniqlo and Theory also cut its full-year dividend outlook fro ¥480 ($4.41) per share, down from ¥500, as it reels from economic challenges beyond its key China market.
Fast Retailing Predicts 44% Annual Profit Decline Due to Coronavirus
The owner of brands including Uniqlo and Theory also cut its full-year dividend outlook fro ¥480 ($4.41) per share, down from ¥500, as it reels from economic challenges beyond its key China market.
Luxury
The BoF Podcast: Theory Founder Andrew Rosen on Fashion’s Past — and Future
The fashion retail pioneer speaks with BoF Chief Correspondent Lauren Sherman about identifying a gap in US and international markets for contemporary clothing brands and investing in emerging designers.
The BoF Podcast: Theory Founder Andrew Rosen on Fashion’s Past — and Future
The fashion retail pioneer speaks with BoF Chief Correspondent Lauren Sherman about identifying a gap in US and international markets for contemporary clothing brands and investing in emerging designers.
News & Analysis
Power Moves | Liberty Hires CMO, J.C. Penney Names CFO
This week, Liberty appoints its first chief marketing officer, while J.C. Penney continues its streak of executive hires with a new chief financial officer.
Power Moves | Liberty Hires CMO, J.C. Penney Names CFO
This week, Liberty appoints its first chief marketing officer, while J.C. Penney continues its streak of executive hires with a new chief financial officer.
News & Analysis
Theory's Andrew Rosen Relinquishes CEO Role
The founder will stay on as an advisor at the Fast Retailing-owned company.
Theory's Andrew Rosen Relinquishes CEO Role
The founder will stay on as an advisor at the Fast Retailing-owned company.