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  • Theory was founded in New York City in 1997, on the principle that modern men and women want to feel comfortable and sexy in modern clothing. Theory was created to answer the needs of contemporary fashion consumers with discriminating tastes who seek comfort, value, and above all, style. Theory’s simple design philosophy, clean silhouettes, quality, craftsmanship and fit have been key factors in establishing Theory as the go to brand for the perfect pieces in the modern wardrobe.
  • Theory required an ecommerce platform that would enable it to get to market quickly and provide the flexibility and control to translate the distinctive Theory brand experience found in stores to the online channel. Theory selected Demandware because its SiteGenesis™ pre-built storefront application and LINK integrations made it possible to develop a best-in-class ecommerce site quickly and efficiently. In addition, Demandware’s robust merchandising tools, multisite capabilities and proven scalability provide Theory with all of the functionality it needs to support its fast-growing global business. Learn More.
  • “Theory is known for its iconic fit and a sophisticated approach to the modern wardrobe. We wanted a platform that enables us to provide an integrated content, commerce and branding experience that matches our aesthetic and innovative approach.”
    Tracey Strauss
    V.P. of eCommerce
    Theory