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Theory is set to launch a comprehensive accessories line

Theory is set to launch a comprehensive accessories line

Under the creative leadership of Lisa Kulsow and collaborating with Paul Andrew

Editor: Buro 24/7


Known for its sophisticated separates pieces, Theory is jumping into accessories for SS15 with the launch of a full collection of bags and several shoe styles

Following on from the re-hire of original Theory designer Lisa Kulson in the capacity of creative director of women's after the departure of Olivier Theyskens, it seems that the brand has recruited a full accessories team, too.

Founded in 1997 and currently approaching $1 billion in global sales, Theory plans to market accessories massively next year.

Interpreting the brand's simplistic aesthetic, the bags are soft, unstructured and come in three key styles: The 'Urban', which has a leather-flap closure and will work as the collection's staple. Other styles include the 'Signature', a tote available in both day and weekend versions, and the 'Post', a cross-body clutch with removable straps. 

Company founder Andrew Rosen said he wants the bags to "last forever and have a discreet style", which influenced his decision to source them in Italy. Quality over quantity.

"Theory needs to evolve with the lifestyle of its clients," he said, continuing, "Who increasingly want to identify with brands across multiple categories and channels. We have invested significantly in design and development, and we have the infrastructure to launch accessories via our own retail network with an approach that is at once ambitious and measured." For Theory shoes, Rosen worked with recent CFDA Fashion Fund winner Paul Andrew to produce two key styles - a flat crisscross sandal with an espadrille sole and a simple block-heel sandal. Andrew is said to be guiding initial production and price points and plans to launch five more shoe styles for Pre-Fall and at least one additional bag.

 

Theory to launch accessories story

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