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In theory, anything is possible – with easy-going every-day fashion, Theory from New York has excited people since 1997, simple and clean, with a strong attitude. The brand launched their first menswear collection already in ... 1999 and is today selling their classically inspired designs in more than 500 boutiques worldwide. Theory is contemporary and straightforward, classy and innovative. Their collections excite us with minimalist basics that are consciously kept without frills, which makes them a great match for just about any situation or outfit. They are true all-rounders with a focus on the best possible materials and a luxurious finish so they are perfect to combine – just what you expect from a great basic. More Less
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Theory: Smart essentials for men

It all began for Theory with smart and stylish trousers with the perfect feel. As a hybrid of office clothing and sportswear, clothing from Theory revolutionised the approach to fashion with modern, comfortable styles. For maximum comfort, it created its own elasticated fabric that ticks all the boxes for a comfortable feel. Founders Andrew Rosen and Elie Tahari from New York City presented their first women’s collection in 1997, with menswear following two years later. Theory conquered the market in the USA, Japan and ultimately the world with cool, high-quality tailored trousers, jackets, shirts, smart-casual jackets and knitwear. The focus is always on comfort and the material – natural fibres sometimes refined with innovative microfibre to bring out their best qualities – durability, softness and comfort. The designers at Theory don’t just have their customers’ well-being in mind, but also the future of our planet with sustainable, ethical and transparent production. The well-designed, easy-to-wear styles are suitable for both office and casual wear and have a linear, minimalist design that makes them versatile. Our BRAUN Hamburg assortment features smart Theory smart-casual jackets as well as lightweight jackets, comfortable trousers and knitwear for cosmopolitan men.