HISTORY AND TIMELINE

HISTORY OF THEORY

Theory was founded in 1997 on the principle that men and women want to feel comfortable and sexy in modern clothing. Theory is geared to answer the needs of a contemporary customer, one who has a demanding and versatile lifestyle. Sophisticated, urban, and discriminating, yet seeking comfort and value.

Theory defined its customer as global, intelligent, and fashion-savvy. Placing a premium on fit and fabric quality, Theory created a collection of stand alone pieces that serve as the foundation of our consumer's wardrobe. Theory incorporated the successful merchandising models of American fashion companies, with the quality and craftsmanship of European fashion houses. By merging the two ideologies Theory has been able to deliver a superior product. Theory seized the technological opportunities available to spin Lycra into other fabrics, creating slimmer, more comfortable shapes. Theory's signature "stretch" fit developed a cult following and the Theory pant became a must-have for every woman's wardrobe.

In 2003, Link International purchased Theory LLC to form Link Theory Holdings, giving Theory the ability to grow strategically with an emphasis on global positioning and expansion.

Theory opened its Global Headquarters in New York City's Meatpacking District in 2006. The building houses Theory's flagship store on the ground level and four floors dedicated to central operations. The urban design house represents Theory's creative process: open, connected and inspired.

In 2009, Link Theory Holdings joined the Fast Retailing family of brands to further extend Theory’s presence throughout the Americas, Europe, the Middle East and Asia.

In 2010, Theory continues to evolve and grow its global presence while remaining grounded in its founding principles: a simple design philosophy, clean silhouettes, quality, craftsmanship and fit. Theory’s emphasis has always been on the clothes. Ask a woman about her favorite black pants, or a guy about the jacket he throws on over everything. They’ll tell you, “It’s Theory.”