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THEORY
THEORY
Designer Overview: Andrew Rosen established Theory in 1997 upon the principle that modern fashion should be sexy yet feel comfortable, be sophisticated yet urban, and is discriminating yet very wearable. Described as “a third-generation doyen of the New York garment industry,” Rosen’s past experience at Anne Klein, Calvin Klein and Elie Tahari helped mould his determined vision of focusing on quality and technical development, plus creating product extensions, ahead of brand marketing and advertising. This means Theory also does not stage fashion shows, employ reputed designers or aggressively seek celebrity clout. Under Rosen’s unique fashion formula of keeping a low-key public image, Theory continues to flourish and innovate today, leading the contemporary fashion market with its clean-line clothes. “I didn't feel I needed advertising to sell the clothes,” Rosen says, “because I felt that the modern woman did not want to be dictated to, that she’d get excited by something she had discovered on her own.” The brand’s “luxuriously simple” design philosophy, neat silhouettes, exceptional craftsmanship, consistent quality and impeccable fits — with the use of Lycra and stretch fabrications that help create a signature cut — have become key trademarks, producing chic wardrobe must-have pieces each collection.
Brands Available at: IFC Mall, Pacific Place, Canton Road, Times Square, Seasons Place