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Theory is a company, a concept, a philosophy, an aesthetic, a style and a product. Created to answer the needs of modern fashion subscribers with discerning taste – women who seek luxury, value and, above all, elegance - Theory remains dedicated to its original values: a minimalist design philosophy, sharp silhouettes, quality, craftsmanship and tailoring. With flattering shapes and complementary fabrics, its collection evokes timeless style that never loses its contemporaneity. Choose from our range today to propel yourself to the front line of fashion. 


The principle on which Theory was created in 1997, was for women to feel relaxed and effortlessly stylish in modern clothing. In the era of restrained simplicity and sharp lines, the brand embraced and adapted modern styles, paving the way for the fashion crowd with their trademark cocktail of clean silhouettes imbued with a fashion edge. Timeless dresses, trousers, shirts, knitwear and jackets is what you will find at Morgan Clare. We offer you the best contemporary pieces for all occasions. Whether you’re shooting off to work or going out for an evening dinner, be sure to find the perfect outfit right here!


Theory is committed to creating basic, fashionable clothes to suit a contemporary urban lifestyle, taking high-powered, intelligent, fashion-savvy women from the boardroom to the bar. The brand is designed to appeal to the sophisticated denizens of towns and cities across the globe, offering easy to wear styles which mean that you can invest more time in your plans for world domination than your fashion choices. If you’re a fashion-conscious career woman who is professional, sophisticated and chic, then this is the brand for you.