Theory Expands Its Menswear Offering
Contemporary U.S. label Theory has disclosed its expansion strategy for its men’s offering, with the premium label set to develop its tailored apparel and denim ranges, as well as pushing further into the European market this year. The New York-based brand also has plans to broaden its new diffusion line, Theory 38, which is aimed at tapping the burgeoning sports luxe market.
Established in 1997 by Andrew Rosen, the label currently offers ultra-sleek and inherently modern women’s and men’s collections of RTW and accessories. The brand created a sartorial stir in the fashion media back in 2011 following its first collaborative collection with industry-renowned Belgian designer Olivier Theyskens, who launched the ‘Theyskens’ Theory’ label.
Rosen has said of the latest expansion plans: “(We) believe that the time for contemporary menswear is now. We’ve seen such incredible excitement and enthusiasm from retailers about the contemporary side of menswear in general and what we’re doing in particular”.
The move sees the brand introduce full-canvas suiting for the first time, in response to the return of traditional tailoring methods in recent years. Designs from the full-canvas range will employ the use of premium Italian wool-blend and cashmere fabrics and feature hand stitched seams in a variety of signature fits and cuts.
The head of menswear design at Theory, Ben Stubbington, says of the upgrade to the brand’s tailoring range: “Most (of our existing) suits at our price point are a fused construction. This (new line) is full canvas and it’s loosely basted by hand, so that the suit moulds to the shape of your body. The more you wear it, the better it looks”. Prices for jackets will range from £415 to £435, whilst trousers will start at £158 and run to £170.
Launched this year, the Theory 38 line is a sportswear-inspired collection for urbanites who wish to maintain an active lifestyle without compromising their style credentials. Brand director Rosen says of the line: “There are a lot of performance fabrics and we have sweatpants that are cool in shape and not your traditional baggy sweatpants. It’s great stuff for travelling but you don’t look like a slob, you look hip”.
The current Theory 38 collection consists of a selection of windbreakers, t-shirts, sweat tops, track pants and shorts for the busy on-the-go man. This autumn/winter season sees the introduction of knitwear and puffa jackets, with further range developments expected.
With such a hive of activity in the men’s design department at the brand, 2013 is set to be the label’s most successful year for its menswear offering to date – and with such dynamic developments afoot, we’re all certain to have a bit of Theory in our wardrobes soon.
Theory Spring 2013 Advertising Campaign