Theory (clothing retailer)

Theory (stylized as theory and known in Japan as Seorī (セオリー^?)) is a New York-based men's and women's contemporary fashion label which sells clothes and accessories. The brand currently has 221 retail locations around the world, with global sales approaching $1 billion in 2014. The company’s headquarters and flagship boutique are located in Manhattan’s Meatpacking District.

In 1997, Andrew Rosen, former CEO of Anne Klein and a Calvin Klein executive, launched Theory with co-founder Elie Tahari in New York City as a women's collection, with a focus on comfortable stretch pants. The collection performed well and a men's line was added in 1999.

In 2000, a license agreement was formed with Link International of Japan, established in 1998, to manufacture, and distribute the brand as well as operate stores under the Theory name in Asia, predominantly Japan. Women’s handbags and shoes were introduced in 2003, and launched nationally in the U.S. for Spring 2006. In 2012 The Council of Fashion Designers of America (CFDA) announces Andrew Rosen as the recipient of the Founders Award given in honor of Eleanor Lambert. Theory makes its first move into France with two store openings in Paris. Helmut Lang opens its first West Coast dedicated retail space on Melrose Avenue in Los Angeles. In 2013 Andrew Rosen and the CFDA spearhead the Fashion Manufacturing Initiative, a project whose ambition is to invest in and guarantee the future of garment factories in Manhattan. In 2014, Lisa Kulson, former vice president and head designer at Theory, returns as creative director of women’s design. In 2015, Theory unveils a new logo, its first redesign in 18 years. The branding initiative debuts with the Spring Summer 2015 advertising campaign, featuring Natalia Vodianova with photography by David Sims.