By  on August 27, 2019

Theory, which is now under the direction of Dinesh Tandon as chief executive officer, has a significant initiative under way this fall called Staples, which encompasses all the modern Theory basics that the company is known for. The essentials have been launched at Theory stores, and selected retailers, with a campaign starting Sept. 3, photographed by Andrew Zuckerman.

According to Siddhartha Shukla, chief brand officer, the offerings consist of the tried-and-true Theory essentials “because they’re proven.” The idea is to remind the company’s audience that Theory is a purveyor of modern luxurious essentials, especially in a market that’s so saturated with trend, he said. “We invest so much of our resources into the design and manufacturing of our garments, more so than our competitive set. We felt it was a time to celebrate the things that make Theory, Theory.”

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