Theory

Earlier this month, Theory’s Global CEO Dinesh Tandon and Asia COO Tatsumi Koji participated in a conversation with graduate students from The Hong Kong Polytechnic University’s School of Fashion and Textiles, a long-time partner. Hosted by the Master of Global Fashion Management Programme, the session brought students together for an in-depth discussion on the future of fashion retail, the evolving dynamics of the contemporary market, and strategic growth ideas for the Asia market. During the conversation, Dinesh shared insights on: ·      How Theory’s New York design ethos translates across global markets ·      The balance between brand authenticity and international expansion ·      Shifting consumer expectations across Asia ·      The role of quality, craftsmanship, and value in the affordable-luxury segment Theory extends its thanks to PolyU, the faculty team, and the students for the thoughtful questions and meaningful exchange. We are proud to support emerging talent and contribute to conversations shaping the next era of fashion and retail.

This Fall, Theory launched Theories, our new biannual magazine exploring the creative landscape of New York City via the intersection of fashion, design, food, art, and culture — all through a distinctly New York lens. Rooted in the cultural dialogue that influences our brand, Theories offers a window into the designers, artists, thinkers, and innovators who inspire us. Each issue features original photography, studio visits, profiles of local talent, and stories that reflect the values at the heart of Theory: curiosity, consideration, and style. Our inaugural issue showcases contributions from voices across NYC’s creative community — from comedians and artists to photographers, stylists, and the creative forces helping shape Theory’s evolving brand community. The first issue is now available. Stop by your local Theory store to check it out.

Theory x Citibike: Redefining the Style of Commuting This month, Theory partnered with Citi Bike, operated by Lyft, celebrating the intersection of fashion and seamless city living. As part of Theory’s Fall 2025 In Motion capsule, this collaboration brings intelligent design to life on the go. Lightweight, breathable, made with a wrinkle-releasing fabric, these pieces are created for New York living and wherever life takes you—just like Citi Bike. You’ll find the partnership featured at select Manhattan Citi Bike kiosks featuring our Made by NYC campaign star, American Ballet Theatre Principal Dancer, Calvin Royal III, wearing In Motion styles. To celebrate, riders can claim a $10 ride credit in the Citi Bike or Lyft app using code MOTIONNYC10 through October 15th (while supplies last). To shop In Motion, please visit www.theory.com.

THEORY UNVEILS FALL 2025 ‘MADE BY NYC’ CAMPAIGN Starring Emmy-Nominated Actress Britt Lower and ABT Principal Dancer Calvin Royal III This week, Theory launched its Fall 2025 campaign and collection, Made by NYC, developed in collaboration with Invisible Dynamics. The campaign features Emmy-nominated actress Britt Lower and American Ballet Theatre Principal Dancer Calvin Royal III—two extraordinary talents whose careers were shaped in New York City. Made by NYC captures the rhythm and resilience of New York through the lens of these two artists, who embody the city’s movement, energy, and unmistakable attitude—all while wearing foundational Theory styles designed to move with them. Rooted in Theory’s longstanding connection to New York, the campaign celebrates the city as both muse and maker. It highlights a shared commitment to creativity, craftsmanship, innovation, and ambition—qualities that define both the brand and the artists at its center. Britt and Calvin, whose creative journeys were forged in the studios, theaters, and streets of New York, exemplify what it means to be Made by NYC. Explore the collection and learn more about the campaign at www.theory.com.  

Good Talk Summer 2025    This summer, Theory hosted the fifth installment of Good Talks, “Sustainability in Sync.” In partnership with the CFDA, Good Talks is a discussion series focused on turning scalable sustainability solutions into action. This session explored partnership, collaboration, and the integration of sustainable practices across organizations. For this installment, we encouraged guests to bring a plus-one from another department to help foster cross-functional collaboration. The evening featured a panel discussion, interactive breakout sessions, and a cocktail reception to continue the conversation.    Thank you to our moderator Wendy Waugh and panelists Vanessa Barboni Hallik, Founder and Co-CEO at Another Tomorrow, Albert Vaysbukh, SVP of Global Production and Sourcing at Theory, Dana Davis, Sustainability Consultant of Dana Davis Consulting, and Matthieu Seiller, Director of Procurement at Hermès.     The full panel discussion can be watched on YouTube.  https://lnkd.in/eFa2PNsY

Theory Journey Series Introducing Sammi Wong: Director of Men's Merchandising #TheoryJourneySeries

Join us for a hiring event at our Woodbury Outlet location. We look forward to seeing you there! David R. Citlalli Alvarez Martinez Marco Sierra dexter holland

Theory Journey Series Introducing Melanie Champmartin: Director of Ecommerce and Head of Marketing UK/EU. #TheoryJourneySeries

  Theory Celebrates Pride in Partnership with The Lesbian, Gay, Bisexual & Transgender Community Center   At Theory, we believe that the right clothes imbue confidence and empower people to live as their most authentic selves. That belief is central to our long-standing partnership with The LGBTQ+ Community Center. We’re proud to share this video series, Dress With Pride, showcasing our wardrobing event partnership, a program held in service of the Center’s mission to support queer youth on their path to finding fulfilling careers. The stories shared here are a powerful reminder of what’s possible when purpose meets action.   Since 2023, we’ve proudly hosted these events at our global headquarters in the Meatpacking District, just steps from The Center. These events offer community members the opportunity to shop Theory pieces in a safe, gender-affirming way. We also offer professional headshots, resume writing support, and interview coaching to help individuals prepare for their next chapter. Additionally, we maintain a permanent Theory closet at The Center, so anyone with an upcoming interview or professional opportunity can borrow clothing that helps them show up with confidence.   A vital organization with programs and services that span arts and culture, health, family, and economic advancement, The Center has supported and advocated for LGBTQ+ New Yorkers for over 40 years. We’re honored to support this extraordinary organization and its community—not just during Pride Month, but all year long.

Theory Journey Series Introducing Martin Andersson: Vice President, Creative Director, Menswear #TheoryJourneySeries