Theory

Since its founding in New York in 1997, Theory has set a new standard for modern essentials. Built on the idea that clothing should feel as good as it looks, the brand revolutionized workwear with its first pair of stretch trousers; merging structure with movement and setting the tone for a refined, functional wardrobe.

Over the years, Theory has expanded into a full universe of womenswear, menswear, accessories, and outerwear. With a focus on precision tailoring, thoughtful fabrics, and timeless silhouettes, the brand continues to deliver pieces that balance sophistication with ease.

Creative directors Francesco Fucci and Martin Andersson have brought a renewed clarity to Theory’s design language – elevating its minimalist roots with subtle romance and technical precision. A leader in sustainability, the brand’s Good Fabrics program reflects its long-standing commitment to responsible sourcing and innovation.

More than 25 years in, Theory remains a benchmark for modern dressing that is effortless, intelligent, and enduring.