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Theory, a contemporary brand for both women and men, launched in 1997. Andrew Rosen, the founder, revolutionized the contemporary market with his designs by making his concept of sophisticated urban essentials popular. The brand has made an effort to sell to various consumer groups by collaborating with affordable price range stores, like Uniqlo in 2016. Customers of Theory are drawn to the brand’s tailored garments and comfortable pieces. They admire the garments as modern work and lifestyle wear.