Theory (marketed as theory in lower-case letters and known in Japan as Seorī (セオリー?)) is a New York-based men’s and women’s contemporary fashion label known for its clothes and accessories. Theory merchandise is sold through signature Theory stores and retailers all around the world. The brand is owned by Fast Retailing of Japan.In 1997, Andrew Rosen, a “third-generation doyen of the New York garment industry”, former CEO of Anne Klein and a Calvin Klein executive, and Elie Tahari founded Theory LLC as a women’s fashion label in New York City. Launched as a women’s collection, with a focus on comfortable stretch pants, the collection turned out to be so successful that it launched a men’s collection 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. The label proved highly successful in the Asian market. Women’s handbags and shoes were introduced in 2003, and launched nationally in the U.S. for Spring 2006.
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