"Theory was founded in 1997 on the principle that women wanted to feel comfortable and sexy in modern clothing. In Theory, the principle seemed obvious, but it was unrealized at the time. There were many designers making either sleek, clean silhouettes or comfortable, reasonably priced separates. But there were no fashion brands in America doing both.
Theory defined its customer as the intelligent, active, and fashion-savvy woman. "She wanted clothes to go with her to the office, with the family, on the weekend, and out at night. "Placing a premium on fit and fabric quality, Theory created a collection that fused great separates and outfits together. Theory seized the technological opportunities available to spin lycra into other fabrics, creating slimmer, more comfortable shapes. The philosophy of dressing caught on, and Theory's signature "stretch" developed a cult following. The Theory pant immediately became a must-have for every woman's closet.
A decade later, Theory continues to evolve as a product, as people, and as a company. Theory's growing global presence remains grounded in its principles the focus has never been on advertising, marketing, or brand-building. Except, of course, through its clothes. Ask a woman about her favorite black pants, or her most comfortable pair of jeans, or the jacket she throws on over everything. She'll tell you, It's Theory." - Theory.com