Theory Index

A New Brand Ethos

“In A New York Minute” campaign shot by Theo Wenner

Empowerment Brand Pillar launch campaign and Columbia University Research Program

“Dress With Bold Intent” campaign, event, and artist collaboration series with the New Museum

“#MyTheoryUniform” social campaign

Grammy-winning jazz singer Samara Joy campaign and celebrity event

Sustainability Brand Pillar launch campaign and UN symposium series

Creating a New

Theory Brand Ethos

How to reinvigorate a brand best known for office basics in an era of work from home?

Lean into the emotional thrill of ambition, and make empowering our customers’ lives the mission of the company.

Do clothes make the man, woman, person? Nowhere is this question asked more than in New York. Ours is a city of striving, of side hustles, of creators, of makers, of artists, of entrepreneurs, of inventors, of ideas. New York is a blank slate, ever evolving, eyes always to the future. New York is a beacon, richly cosmopolitan, made up of people and cultures from all over the world.

At Theory, we make clothes for that global world. Clothes that matter, that make you feel powerful, or serene, or focused, or inspired. Clothes that let you be the star, that get out of the way, that make room for your brilliance, your ambition, your happiness, your dreams. Theory is quality so you can be confident. Theory is quiet so you can be heard. Theory is minimalist so you can live life in full color. Theory makes clothes, you make them matter.

In a New York Minute...

Letting life’s small moments personify the ambitions of a global customer.
Photographed and filmed by Theo Wenner and styled by Heidi Bivens.

Caught between pitch decks, meet cutes, and call times, five New Yorkers find moments of inspiration amidst fall’s hustle and bustle.

These quintessential scenes from city life are effortlessly accented by the warmth of layered cashmere, wool, flannel, and tweed. Each cinematic vignette is a modern reimagining of the urban archetypes we know, love, and occasionally see in the mirror.

Brought to life through the iconic lens of Theo Wenner, these characters were created in collaboration with three-time Emmy-nominated (HBO’s Euphoria) costume designer and stylist, Heidi Bivens.

“The overall inspiration for the project is great films that were shot in New York—Frances Ha, After Hours, Kramer vs. Kramer, Desperately Seeking Susan, American Psycho—films were the city is a character in and of itself.”

Empowerment

Discussing empowerment with some of the most powerful women in the world.

Theory launched its empowerment brand pillar by funding a multi-year program supporting global women leaders and their research at Columbia University’s School of International and Public Affairs, in partnership with the school’s dean and former Secretary of State Hillary Clinton.

The launch campaign included a hero video and styled portraits of participating change makers photographed by Collier Schorr.

Read interviews below:

Dress With Bold Intent

What is the the emotional meaning underlying the colors (or lack of color) we choose to wear every day?

A curation of artists put together by New Museum Deputy Director Isolde Brielmaier pondered this question. And their answers inspired a campaign shot by Chris Rhodes, as well as two interactive, color-based dinners at the New Museum in New York and Frieze art fair in London.

My #TheoryUniform

Turn the long association between Theory and work dressing on it’s head by leaning into the idea that a uniform is a potent tool of personal style and self actualization. Influencer campaign featuring Josh Hart, Yan Yan Chan, Mathieu Simoneau, Laurel Pantin, and Amanda Murray.

A New Icon of Jazz

A holiday of classics reimagined

In celebration of the holiday season, Grammy-winning Best New Artist Samara Joy debuted her new song, “Now and Then” exclusively on Theory.com as part of a campaign shot and filmed by Tyler Mitchell.

Heralded for bringing jazz to Gen Z, the 23 year-old vocalist has a unique talent for modernizing time-honored standards with a voice that’s at once fresh and familiar. Her commitment to classics reimagined and the ability to find nuance in simplicity are values highly aligned with the Theory ethos.

Full tour wardrobing for her and her band. Custom pieces in extended sizing available at Theory retail stores. Private events in New York at the Aman and in Paris and London backstage at her shows, with guests ranging from influencers and fashion kids to Chelsea Clinton. Co-promoted social campaign to launch her new song through the Theory-branded campaign video.

Theory For Good

Establishing a sustainability brand pillar based on transparency and the sharing of technical expertise with the industry and community through “Theory for Good Talks,” the first of which was moderated by Vogue sustainability editor Tonne Goodman.

This campaign and event kicked off a long term partnership with the CFDA and the UN to enable Theory’s leadership role in sharing and lifting up brands in need of sustainable supply chain expertise.