Theory

Theory is a fashion brand specializing in high-quality contemporary clothing for both men and women. The company focuses on creating garments with exceptional fits and innovative fabrics that enhance comfort and style. Theory operates in the fashion retail market, offering a range of products including shirts, pants, dresses, and seasonal collections. The business model is primarily direct-to-consumer, with sales conducted through their online platform and retail stores in select countries. Revenue is generated through the sale of full-priced and discounted merchandise, with promotional offers available for first-time app purchases. Theory's target customers are individuals seeking stylish and comfortable clothing that can transition seamlessly from work to leisure. The brand emphasizes enduring style and the transformative power of well-designed clothing.

Keywords: fashion, clothing, retail, contemporary, men, women, fits, fabrics, style, comfort.