The world of fashion is constantly changing, and now, more than ever, people are starting to notice. Consumers are more concerned with sustainability, and brands that are more socially conscious. Launched in 1997, Theory is about to celebrate it’s 20th anniversary, and instead of reminiscing on the past, the brand is ready to embrace its future. Chief executive Andrew Rosen put together a dream team of 28 rising stars in the company, 23 are women, from many different departments. Each member was given the opportunity to voice their opinions and ideas they have for the brand, that could give it a new edge.
And so, Theory 2.0 was announced. A capsule collection featuring extremely wearable, and layerable clothing, for the everyday working woman. Suede jackets, straight leg pants, and button downs are large staples in this collection. All the items are basic staple pieces that can be dressed up or down, fitting the need for stylish clothing that can be worn with ease.Focusing in on wearability and versatility, the brand is doing whatever it can to adapt to the needs of today’s consumers rather than work against them.
While Theory’s signature minimalistic style has not been compromised in this new direction, other things like fabrics, and construction have been improved upon. Some pieces are wrinkle resistant, and pieces have been featured that have been shown to be reversible, or have two in one capability, for example a dress that can be unbuttoned on the sides so it can be worn as a tunic. Other items are being made with vegan leather and suede, to keep prices low, and to reflect the changing principles of their customers.
The other large change that they’re introducing, is affordability. While still considered a high fashion brand, and their items staying on the pricier side of things, Theory’s new use of ethical and sustainable fabrics have put their price point at 30% less than their other collections. However, the company will not be having any Theory 2.0 merchandise participate in any sales any time soon. Rosen explains, “I want to create some sense of urgency around it. I am very much into the idea of having clothing that stays at one price for a long period of time.” This doesn’t mean that there will be no sales all together, but it looks like this collection will not be part of the traditional markdown cycle.
What does this mean for the future of fashion? Will more high profile brands adopt Theory’s forward thinking strategy and start listening to their consumers and feature more ethical and sustainable materials? Will costs of certain brands go down as a result? This definately makes me wonder if the future of high fashion is something that is more “for the people” and democratic, in terms of what is produced, less of a stuffy status symbol that breeds a sheep mentality.