Theory Announces New Capsule Collection, Theory 2.0

Theory Announces New Capsule Collection, Theory 2.0

Theory Announces New Capsule Collection, Theory 2.0

Theory 2.0 is officially here.

Theory 2.0 is officially here.

Text: Madison Breaux

Back in 2015, Theory announced plans for a complete brand relaunch, including a new website and logo. Finally after two years, the company has made its first official steps towards reinvigorating the 20-year-old image with a new collection made specifically with the "modern working woman" in mind. The capsule launched on Tuesday with a collection tailored to the professional woman who is looking to rebuild her wardrobe. "The 2.0 concept originated as a way for individuals within the company to execute projects that are meaningful to them, surrounding their vision of Theory, and concepts and innovations that will really drive the company forward," said Senior Merchandiser Jacqueline Holden.

The company's new initiative will focus on targeting and or appealing to all generations, with emphasis placed on creating collections that appeal to millennial fashionistas — one of these being sustainability. Millennials have become willing to pay more for eco-friendly clothing, which has lead to the rising popularity of brands such as Reformation and now, Theory. The design of the new collection incorporates vegan suede and leather as well as other sustainable fabrics. "2.0 as a concept is more of an overarching initiative meant to empower groups of people within the company to realize these initiatives that are so important and that they're so passionate about," said Holden. "Sustainability is one of those pillars."

Holden believes that this initiatives has the potential for long-term aspirations, and the pieces that launched on Tuesday are just the beginning of this new endeavor. The brand plans on releasing new products every three months. As of right now, the capsule will only be available in six out of Theory's 480 retail stores, but in the meantime, you can shop the entire collection online.

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