Theyskens' Theory

The Vault

 Theory was founded in 1997 by Andrew Rosen in New York City. Rosen is the third generation fashion mogul in his family. His great grandfather founded Puritan Fashions Corporation in 1910 and his father, Carl Rosen is the original licensee for Calvin Klein Jeans.

Although Andrew got a rocky start in the career world as a University of Miami dropout; after his fathers untimely death Andrew was appointed the President of Calvin Klein Sport.  A few short years later, Andrew left Calvin Klein Sport and crossed over to Anne Klein becoming their new President and Chief Operating Officer.

 So how did Theory come about?

 Rosen sought partnership with Elie Tahari in 1997 to establish his own label, Theory. After creating a huge buzz about the label and creating a substantial profit, they decided to sell 89% of the company in 2003 to Link International for $102 million. Rosen is still keeping on the pulse of Theory LLC as CEO.

The Valuables

Two key elements to help identify an iconic Theyskens Theory garment. 

1. "American Wear-to-Work Basics", as simply put by Elle Magazine
 

Theyskens Theory Spring 2011 Runway, Elle.com

2. Muted color palette, neutrals and denim with subtle pops of color like deep raspberry and sage

Theyskens Theory Fall 2011 Runway, americanamanhasset.com

  "Ask our customers about their favorite fitting pants, the perfect shirt, the jacket they throw on over everything…they’ll tell you “It’s Theory.” - Theory.com

   The Lock

What can we expect from Oliver Theyskens at Theory for Fall 2011? 

According to Elle Magazine's March Issue, "Theyskens is a hero to a generation of women who long for a darker kind of beauty". At Mercedes-Benz Fashion week you could find just that; a deep dark palette with chic "cult-like" cuts.  A variety of vibes were sent down the runway from sheer gothic ensembles to Nirvana-esque street grudge. Theyskens collection is modern and raw, holding its own and making a statement for the Theory label.

 

Elle.com

  The Key

Meet Oliver Theyskens, Creative Director of Theory.

Theyskens began his own brand in 1997 in Belgian, coincidentally the same year Theory was established. With a robust resume filled with experience from some of the top fashion houses in the industry such as Rochas & Nina Ricci and a "Best International Designer Award" in 2006 by the CFDA under his belt,  Theyskens has become THE designer to watch in the next upcoming seasons.

Just this past November in 2010, Oliver Theyskens joined forces with  Andrew Rosen, CEO of Theory. Theyskens now holds the title of Artistic Director of Theory and Head Designer of Theyskens' Theory collections.