Theory's Chinese name is 希尔瑞. It is an American fashion brand founded in 1997 by Andrew Rosen and Israeli-American designer Elie Tahari. In its early days, Theory targeted the working professional market—specifically intelligent, active, and fashion-forward career women who sought high-quality, classic designs while also keeping up with trends and wearing innovative fabrics.
Theory's design philosophy is "simple elegance." All garments are made with stretch fabrics to ensure comfort and accentuate a sensual silhouette. In 2003, Theory's founders sold their stake in the brand to Japan's Fast Retailing Co. (the parent company of Uniqlo), making it a Japanese-owned American fashion brand.
