ANDREW ROSEN TALKS SUCCESS, SECRETS AND PERSONAL PASSIONS

On Thursday, April 7, Andrew Rosen, the founder and CEO of Theory, will be honored by the UJA at their annual luncheon. He recently chatted with MR about the current men’s fashion customer, his success secrets, and his personal passions.

MR: To what do you attribute the success and longevity of the Theory brand?

Andrew Rosen: Theory has been successful because we’ve always stuck by our core values: providing wardrobe essentials that balance luxury with accessibility. We’ve always been focused on creating product with integrity, silhouettes that are well tailored and made with exceptional fabrics. Our customer appreciates our dedication to creating quality wardrobe staples.

MR: What do you think is needed to inspire American men to spend more money on clothes?

AR: Currently, about 30 percent of our business is men’s, and this number is growing. Men want to spend their money on high quality, comfortable product that fits well. We are transforming contemporary men’s sportswear with our offerings of timeless and functional design, perfected over the years. And the male customer is noticing.

MR: How has the business changed in recent years?

AR: The industry has shifted dramatically since I started. One of the biggest factors is the change in vertical retailing and direct-to-consumer marketing. Today, it’s even more dynamic than it used to be. I no longer need to rely on a retailer or a magazine to reach my customer; I can reach her or him directly.
In our industry especially, the technology revolution has moved faster than the actual business platforms. If you can create a culture for your company and are able to execute a strong aesthetic and be authentic to that, then I think you can be successful. It’s an interesting time for the fashion industry: a moment when we need to adapt or we risk losing our customers’ attention.

MR: What have you learned from your years in the business?

AR: I’m always on a journey of learning from others, which inspires me and defines what I do. I’ve worked with amazing people in the industry over the years, but my first mentor was my father, who introduced me to the garment business. What I learned from him is that there is nothing that compensates for experience. It’s important to gain experience before you go into your own business, to be both patient and passionate.

MR: What are you most passionate about?

AR: My day to day business is with Theory, and that’s what really inspires me. My involvement in the CFDA Fashion Fund and the future of the garment industry in NYC allows me a broader vision of what’s going on in the business. I also like to work with young designers because it helps me understand companies outside of my own, to see what’s going on in our industry, and to better grasp the overall landscape. And young designers appreciate the interaction because they get to hear my perspective.

MR: What is your biggest passion outside of the business?

AR: I love breeding and racing horses just as much as I love the fashion business.

MR: What’s most meaningful to you about the UJA award you’re about to receive on Thursday?

AR: It’s an honor to receive an award from an organization that’s committed to doing so much good for the worldwide community, and to be receiving it alongside such well-respected figures in the fashion industry as Daniella Vitale of Barneys and Yehuda Shmidman of Sequential Brands. It’s always been very important to me to be able to give back, and I’m delighted to be honored among good friends, peers, and mentors.

For more information on the UJA luncheon on Thursday April 7, contact Marcy Fink: 212-836-1448.