120 Maiden Lane

San Francisco, CA90108

(415) 399-1099


Monday to Saturday 10-7

Sunday 12-6




Email Address


Andrew Rosen founded Theory in 1997 on the principle that modern men and women want to feel comfortable and sexy in modern clothing. Theory is geared to answer the needs of a contemporary customer, one who is sophisticated and discriminating, yet seeking comfort and value not addressed by designer companies.


Theory blends the successful models of American fashion companies with the quality and craftsmanship of European fashion houses. By merging the two ideologies, Theory has been able to deliver a superior product and unique consumer experience.