Evolutionary Theory
Hong Kong Tatler|May 2018

As the co-founder and CEO of New York-based contemporary fashion label Theory, Andrew Rosen is a serious force in retail and manufacturing. He also consults with numerous labels, including Proenza Schouler, Rag & Bone, and Helmut Lang. He talks to Justine Lee about the changing landscape of American fashion

Justine Lee
Evolutionary Theory

When you co-founded Theory in 1997, what was its mission and how has it changed?

It was a different time back then. It was the beginning of cellular phones and the wide use of the internet. And the office was no longer a destination; it was going to be wherever you were, and I wanted to make clothes that had the versatility and the flexibility for people who led these on-the-go type of lives. It’s still very relevant today. I started the company based on the philosophy that all our fabrics would be combined with Lycra. It’s important for a new company to really take a stand for something, and you have to have something that’s a little different that sets you apart from the rest, and that was mine.

How has the market evolved in the two decades since Theory’s genesis?

The speed and complexity of the industry has changed dramatically, and it’s no different from other industries. It was complicated to begin with but there’s a lot more to it now. The world is a single marketplace and there are no longer local markets. You have to see the market as a whole and communicate with customers directly. Understanding the digital landscape is crucial and it’s a new way of doing business as a whole. I have to work a lot harder today to keep up with what’s happening, and the focus is now entirely on the consumer. We have to change our focus and realise that the consumer is the most important part.

This story is from the May 2018 edition of Hong Kong Tatler.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the May 2018 edition of Hong Kong Tatler.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM HONG KONG TATLERView All
THE LAST WORD
Tatler Hong Kong

THE LAST WORD

Every issue, we ask our cover star a round of quickfire questions that give us a little more insight into their personalities. This month: Gulf Kanawut lays it bare

time-read
1 min  |
July 2024
WOMEN AT THE WICKET
Tatler Hong Kong

WOMEN AT THE WICKET

Asia's women's cricket teams from outside the Indian subcontinent have been rapidly rising up through the ranks, creating opportunities, breaking barriers and changing the game as they go

time-read
10+ mins  |
July 2024
TIME TURNER
Tatler Hong Kong

TIME TURNER

A 2024 Turner Prize nominee, British Filipino artist Pio Abad talks to Tatler about carrying on family legacy, unearthing historical connections and why the Philippines is always at the core of his work

time-read
7 mins  |
July 2024
ROYAL RICHES
Tatler Hong Kong

ROYAL RICHES

Ahead of the opening of Prince and the Peacock, Black Sheep Restaurants' latest establishment, Tatler joins the hospitality group on a culinary pilgrimage to India

time-read
8 mins  |
July 2024
MAKING HER POINT
Tatler Hong Kong

MAKING HER POINT

Foil fencer Daphne Chan is happy to see the rising interest in her sport since Cheung Ka-long's historic win, and is headed to the Games with impressive wins behind her. But she's not allowing the pressure to get to her, and is most excited about who she might meet in Paris

time-read
3 mins  |
July 2024
IN IT TO WIN IT
Tatler Hong Kong

IN IT TO WIN IT

Hong Kong freestyle swimmer Ian Ho, whose Instagram handle @Amphlb_ian playfully alludes to his aquatic prowess, competed at the 2020 Summer Olympics in Tokyo and won silver in the men's 50 metres freestyle at the 2023 Asian Games in Hangzhou. This month, he will represent Hong Kong at the Paris Olympics. He talks to Tatler about making Hong Kong proud, life as a student and professional athlete-and why relaxing is the way forward

time-read
3 mins  |
July 2024
UNFINISHED BUSINESS
Tatler Hong Kong

UNFINISHED BUSINESS

Two-time Olympic swimmer Camille Cheng thought Tokyo 2020 would be her last Games, but competing in Paris was too big a draw for the French Chinese athlete

time-read
3 mins  |
July 2024
INTRIGUE AND INTRICACIES
Tatler Hong Kong

INTRIGUE AND INTRICACIES

Parisian artist Ugo Gattoni takes us through his elaborately designed poster for the Olympics and Paralympics in his home city this month

time-read
3 mins  |
July 2024
Crafting a New Legacy
Tatler Hong Kong

Crafting a New Legacy

Nicholas Lieou, creative director of high jewellery at Chow Tai Fook Jewellery Group, is reimagining jewellery, as the brand celebrates its 95th anniversary

time-read
2 mins  |
July 2024
A Lasting Legacy
Tatler Hong Kong

A Lasting Legacy

Tatler explores Cartier's latest Watches and Wonders novelties with the maison's image, style and heritage director, who explains how the luxury house continues to create designs that are relevant today, yet rooted in legacy

time-read
3 mins  |
July 2024