Theory

Theory Men is a derivative line that began in 1999 as Theory’s men’s line, positioning Theory, which was founded in New York in 1997, as expanding into menswear. It transfers the fit, materials, and clean construction established by Theory into the men’s wardrobe, clearly separating its role in menswear from that of the women’s lines Theory and theory luxe. Planning, production, and sales of women’s and men’s clothing continue within the Theory business, and within the brand group it stands alongside the other lines as the one focused on menswear.

theory luxe is a women’s line derived from Theory, whose first store opened in 2004, and Fast Retailing’s brand profile also presents it as part of Theory. It reframes Theory’s image in a different direction and is designed as a 365-day wardrobe that modernizes simple, basic clothing. While Theory Men focuses on menswear, theory luxe is positioned to offer everyday styles attuned to the many facets of women’s lives.