Theory Premium Page

Founded by Andrew Rosen in 1997, Theory revolutionized the contemporary market with its concept of sophisticated urban essentials.

Theory Premium Page

Founded by Andrew Rosen in 1997, Theory revolutionized the contemporary market with its concept of sophisticated urban essentials.

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Vital statistics

  • 1997 Established
  • Public Type
  • 501 - 1,000 Number of employees
  • 221 Stores
  • 38 Gansevoort Street
    New York, United States
    HQ
  • Fast Retailing Parent Group

Culture Q&A

Company Snapshot

Theory: Defining the New Modern

Theory: Defining the New Modern

NEW YORK, United States — American fashion mogul Andrew Rosen launched Theory in 1997 with a popular women’s collection focused on flattering, precisely tailored pants and sleek shirts at contemporary price points. In 2000, shortly after the brand moved into the Japanese market, its local licensing partner Link International acquired the label. As a subsidiary of Uniqlo’s parent company Fast Retailing, the newly formed Link Theory invested in the label’s global expansion and in 2014, Theory reported global sales of approximately $670 million, making it one of the largest contemporary brands worldwide. Chief executive Andrew Rosen explains the theory behind the global brand.

BoF: How would you define the DNA of Theory? 

AR: I very much believe that in order to have a successful company, one has to concentrate on the objectives and the process by which a company works. We put the company first. Although we’re a big company that operates around the world, we have a lot of entrepreneurial spirit in our company. It’s in everything that we do: the way we approach our business, the way the environment of our ofces is set up, the way our company functions. We’re a relatively large company that operates through many diferent headquarters around the world, but we operate very connectedly and seamlessly. Theory is a company that is founded on its people, its passion and its product.

BoF: Having pioneered the contemporary market, how have you used that entrepreneurial spirit to continue to evolve in an increasingly competitive space? 

AR: Although our culture and our aesthetic remains the same, I try to constantly modernise our platform, our thinking and our way of doing business. I’m very conscious of that, and my executives are very conscious of it, too. I like to have people who have been with the company for a long time, but I also like to bring new people and new ideas into the company.

 

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