Lucas Ossendrijver to Design Capsule Collections for Theory

The former Lanvin menswear designer’s collections for the American brand will launch in 2022 and span menswear and womenswear. Ossendrijver worked at Lanvin for 14 years and exited in 2018 amid a leadership change.

“This is the start of a new and exciting chapter in the evolution of Theory,” Kazumi Yanai, chairman of Theory and the US division of parent-company Fast Retailing, said in a statement.

Theory was founded by Andrew Rosen in 1997 and sold to Fast Retailing in 2009.

Most recently, the brand hired Francesco Fucci, formerly of The Row, as designer for women’s in 2017, the same year it launched a sub-brand, Theory 2.0, to cater to young professionals and launched a sustainability initiative, Theory for Good, as part of a brand refresh strategy.

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Theory 2.0, Andrew Rosen’s Millennial Experiment

The founder and chief executive of Theory has convened a SWAT team of rising stars to secure the future of the label. BoF unpacks the strategy.