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What to Watch: Theory Offers Staples, a Collection of Essentials for Fall

Theory, which is now under the direction of Dinesh Tandon as chief executive officer, has a significant initiative under way this fall called Staples, which encompasses all the modern Theory basics that the company is known for. The essentials have been launched at Theory stores, theory.com and selected retailers, with a campaign starting Sept. 3, photographed by Andrew Zuckerman. According to Siddhartha Shulka, chief brand officer, the offerings consist of the tried-and-true Theory essentials “because they’re proven.” The idea is to remind the company’s audience that Theory is a purveyor of modern luxurious essentials, especially in a market that’s so saturated with trend, he said. “We invest so much of our resources into the design and manufacturing of our garments, more so than our competitive set. We felt it was a time to celebrate the things that make Theory, Theory.” This is Tandon’s first major initiative since the resignation last April of Andrew Rosen as ceo. Rosen continues as founder and adviser. Elaborating on the concept, Shulka said, “We narrowed it down to the things we thought are super essential and won’t be impacted by any sort of whim or trend. The key is if you fall in love with something,

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