As its name suggests, Theory has a forward-thinking, almost scientific approach to clothes. Despite this, no charm is lost in collections that are packed full of distinguished American sportswear.

Founded in 1997, womenswear became an immediate hit, thanks to its signature stretch material. Adding a men's collection not too long after and opening a flagship sort in Tokyo by 2001. Since it became available to a European market in 2002, its clean lines and contemporary designs have been a huge hit, especially after the introduction of accessories in 2004.

In 2010, Olivier Theyskens was appointed Artistic Director, taking the brand in a new and more marketable direction. He and Andrew Rosen also launched the Theyskens' Theory brand. Tailoring and cool basics have become the foundation of this label ever since.

Committed to giving customers a feeling of confidence and sophistication, the brand create clothes that are always modern, cool, effortless and timeless. Find your favourites in this Theory Sales: at BrandAlley, you'll always pay less.