Theory launches Theory 2.0 to appeal to a younger market

By

Emily Jensen

Published
Jul 18, 2017

The New York-based label has launched its first capsule collection. The new Theory 2.0 collection is intended for the modern working women, and was inspired by ideas from Theory’s younger staff members.

 
The new Theory 2.0 capsule collection is made up of 32 pieces intended to provide an unfussy work wardrobe. The pieces are all machine washable and made of the likes of recycled materials and vegan leather. The idea for Theory 2.0 came about when the company’s younger employees saw an opportunity to create a new work wardrobe for women. According to the company, the collection also provided a chance to mentor its young staff members.
 
Though the company does not use the words “millennial” or “Gen Z” in any of its marketing, the capsule collection does mention buzzwords like sustainability, a practice that has helped brands like Reformation develop a strong following with younger customers. “Joined in a singular mission to bring meaningful clothing to our customers, we developed 2.0 to include a versatile, easy-to-wear capsule collection, plans for long-term sustainability practices, and a leadership series supporting women’s empowerment. We're putting mindful fashion in motion,” Theory says of the capsule collection.

The Theory 2.0 collection is available in the company’s nearly 500 retail stores and on its online shop. The brand says it doesn’t intend for Theory 2.0 to be a one-off collection however, but part of a longer-term strategy.
 
Theory was founded in 1997 in New York City by Andrew Rosen and Elie Tahari. Olivier Theyskens served as the brand’s artistic director from 2010 to 2014. Lisa Kulson and Ben Stubbington now serve as creative directors of the label.