By Elizabeth Segran.
“If we don’t worry about the fate of our universe, I won’t have people to clothe,” says Andrew Rosen, founder and CEO of Theory, who launched the iconic brand exactly two decades ago with the goal of creating better-fitting workwear by incorporating Lycra into every garment.
It’s an idea that was very high-tech for its time. Rosen designed collections of sleek, minimalistic clothing that was very comfortable and always looked perfectly tailored, a winning concept that transformed Theory into a global billion-dollar powerhouse. As the brand was nearing its 20th anniversary, people kept coming to Rosen to ask whether he wanted to have a big party, but the forward-looking founder wasn’t interested in looking backward.
“I didn’t want to celebrate our 20 years,” Rosen says. “I wanted to start over and think about our next 20 years.”
Read more at Fast Company.