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Misty Copeland, Amanda Seyfried and Jeremy Pope Front Theory’s Fall Campaign

The individuals embody and project Theory's core belief that style begins with purpose.

Theory’s New Campaign Shines Spotlight on Pants

The idea behind the campaign is to showcase pants — a top-selling category — in motion.

Theory Taps Ex-Lanvin Men’s Designer Lucas Ossendrijver

He is to design men's and women's capsule collections "inspired by the urban lifestyle codes of tomorrow."

Amid Renewed COVID-19 Measures, Fast Retailing Lowers FY Guidance

The company saw large increases in nine-month sales and profit, but its results fell below its own…

Highs and Lows on the U.K. High Street as Retailers Return to Business

Uniqlo and Theory are moving into a new space on Regent Street, but some 1,000 job cuts are looming at John…

Fashion Makes Change Invests in Putting Women at the Center of Sustainable Development

Theory, Michael Kors, Gabriela Hearst and more partner with Fashion Makes Change to round up purchases in…

Lululemon’s Stubbington on Blending Creativity and Commercialism

Joe's Blackbook hosted a conversation between Stubbington and designer Robert Geller.

Theory Taps Emmanuel Stern as CEO of European Business

Most recently, he was co-ceo of The Kooples.

L Brands’ Bath & Body Works Adds to C-suite

The appointments follow a string of recent senior-level promotions at the Victoria's Secret brand.

Theory Launches Luxe Lounge for On- and Off-duty Hours

Entirely in silk jersey, the loungewear features soft tops, hoodies, jumpsuits, elastic hem pull-on pants…

Theory RTW Spring 2021

Rather than a runway show or elaborate virtual presentation, Theory debuted a more subdued, two-season…

EXCLUSIVE: Executives of Theory, Frame, M. Gemi and Public School Unite to Unveil BestKeptSecret

The innovative five-day digital flash sale aims to help the fashion industry with excess inventory and…

Uniqlo, Theory to Launch Men’s Wear Capsule

The line will launch online and in select U.S. stores in July.

Twenty-Four Questions for Helmut Lang

Fifteen years ago, Lang walked away from the fashion industry to dedicate all of his time to art.

Theory RTW Fall 2020

For the first time in its history, the brand went coed, offering approachable everyday essentials for men and…