By  on September 9, 2013

NEW YORK — Theory has made two strategic hires: Siddhartha Shukla is joining as chief marketing officer, effective Sept. 16, and Chris Tate will start as president, retail and e-commerce, on Sept. 23. Both are newly created roles, and report to Andrew Rosen, global chief executive officer of Theory and Helmut Lang.

Shukla joins from Reed Krakoff, where, most recently, he was vice president of marketing and communications. Prior to that, he held senior roles at Gucci and Yves Saint Laurent. He will oversee global branding and communications for both Theory and Helmut Lang.

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