It's Time To Give Theory The Attention It Deserves
The label just got a shot in the arm courtesy of men's creative director Martin Andersson.
BY Jonathan Evans | Jul 14, 2017 | Fashion
Martin Andersson doesn't really go in for the idea of a clothing collection centred around a single theme. "Saying, 'OK, this is naval,' feels really outdated," he explains as he launches into a description of the spring/summer 2018 Theory men's offering in the brand's airy NYC headquarters. It's Andersson's first collection for Theory, which he joined as men's creative director in April of this year after serving as head of menswear for super-clean London brand COS, and he wants it to feel as true to real life as possible.
"I was thinking a lot about what fashion and style are today to the contemporary man, and how do they want to show it," he says. Going with one overarching grand idea may sound romantic, but it doesn't necessarily speak to our lives or the way we buy clothing. "It's more about thinking about what is relevant to the Theory man today, and how can we create these little moments that create excitement throughout the season."
Theory's SS18 collection, which debuts today at New York Fashion Week: Men's, does just that by moving through a set of themes, ideas, and colour inspirations as the upcoming season shifts from the chill of early spring into full-blown summer. Along the way, you'll find everything from dusty pink sweats inspired by clay tennis courts to sleek, ultramodern tailoring and tech-y layering pieces that bridge the gap between the two. There's even a hit of bright, citrusy colour thrown in for good measure.
Image by Theory.
The staggered rollout of these designs is meant to bring guys along for the ride, allowing them to incorporate elements they like as they see fit. "I wanted to connect what was happening in the formal wear to what we have in sportswear, so guys can mix it and match it," says Andersson. "So you wear your sports coat, but maybe you throw it on over a hoodie, because that's how you dress today."
Image by Theory.
Andersson gestures towards his own outfit, an unstructured, unlined blazer paired with slightly loose, cropped trousers and a T-shirt. "I mean, this is what I like to wear: super soft, easy to throw on, and functional." That last idea—function—is core to the entire ethos of Theory. Founder Andrew Rosen built the brand on innovative fabrics and designs that could travel with you, whether throughout your day or around the world. "Travel is really just a byword for functionality," Andersson says. "Like the travel blazer is perfect because you can just roll it up and shove it in the overhead locker, but it's also perfect for the office, because you can wear it all day and it doesn't crease."
Image by Theory.
Andersson knows a thing or two about travel. He decamped from his home base in London to start working with Theory. But the insights from his friends across the pond serve as a snapshot of where the brand is right now. "When I came here and said to my friends in London, 'I'm going to go work for Theory,' all my girlfriends were like, 'Oh, I got my best work suit from there,'" he recalls. "But the guys, they didn't really know [the brand]. So I just felt like we had this huge opportunity." Judging from the way Andersson's debut collection shaped up, and his excitement about what's to come, his opportunity might just mean that things are about to get a lot more stylish and comfortable for all of us.
From: Esquire US