"" wondermomo: THEORY (New York) Men's Shirt

Sunday, December 11, 2011

THEORY (New York) Men's Shirt

Where would you be without your go-to button-down? These latest rendition of the essential woven shirt from New York-based label Theory -in small checks, striped, or just plain- come in lightweight cotton, a clean front, and a contemporary fit.

Clean lines, luxurious fabrics, and an exacting fit, these are the ideals upon which Theory was founded -originally as a woman’s line- back in 1997. Created as a partnership between industry veterans Andrew Rosen and Elie Tahari, Theory quickly established itself as the go-to label for smart yet understated pieces that didn’t sacrifice comfort f
or style – and they managed to do it without relying on celebrity endorsements or fashion shows.
Tahari left in 2003 (Rosen remains on as CEO), the same year that Theory was acquired by Fast Retailing of Japan, who sought to expand the brand into a global market. While still headquartered in NYC, Theory now has boutiques around the world. Earlier this year, Theory tapped acclaimed Belgian designer Olivier Theyskens, formally of Nina Ricci and Rochas, to create a woman’s capsule collection for the brand, later elevating him to Artistic Director, where he now oversees the men line as well. Expect more versatile and well-fitting designs, the kind those fans keep reaching for.

Theory's new boutique in Aoyama, Tokyo (opened end-July).

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