Theory- A Guide to Theory & Fashion

Theory was founded in 1977 in New York City to make clothing for women that was both comfortable and sexy.  From women's clothing, beginning with pants, Theory branched out into a complete line of products including shirts for men and women, jackets, shoes, handbags, and much more.  Theory's stated intention was to make clothes for those people who want to wear a favorite piece at the office, at home, on the weekend, while traveling, or while out on the town. 

Theory wanted to make contemporary clothing that was simultaneously chic, comfortable, and reasonable in price.  From the beginning, with its first collection, Theory tried to offer women both luxurious separates and intelligent outfits that could be worn in real life situations.  A cropped jacket and matching pants, for example, shows how the brand merges style with practicality. 

Theory uses modern stretch fabrics for easy care, comfortable wearing, and flattering silhouettes.  Theory envisions its buyers as people who want quality, classic styles, and something they can wear with nearly everything in their wardrobe, but also as people who loathe boring clothes.  The company aims to appeal to people who stay up-to-date on the latest fashion trends.   

Theory apparently realizes that modern lifestyles don't leave much time for clothes that don't work. The company, by its own admission, has devoted a lot of effort to advertising.  Theory clothes are widely sold in upscale retail stores.