Theory

Logo Erdem

Incorporating a more casual business style, the collections consist of simple, quiet, "uncomplicated and unassuming" suits, coats, shirts, blouses, skirts, pants, sweaters, shoes, and accessories with clean silhouettes made of fine materials. Even though the clothes "have virtually no profile, in part because they are often intentionally nondescript" and are hence "almost impossible to identify" the label still attracts a cult-like following amongst fashion conscious consumers.