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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.
Simple Silhouettes with a Fashion Edge
Theory was founded in 1997 on the principle that women want 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.
Theory’s revolutionary ethos has made them a true contender in the contemporary arena, and attracted many fashion disciples to their brand. Designed for the intelligent, modern and fashion-savvy woman, Theory specializes in sophisticated shapes that move easily from work to the weekend. With tailored cuts and elegant outlines, Theory produces timeless styles that never lose their present-day appeal.
Theory at Morgan Clare
Theory is committed to creating basic, fashionable clothes to suit a contemporary urban lifestyle, taking high-powered, intelligent 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.