Inside the Theory Headquarters in NYC
Theory has grown over the last 16 years to cover Theory women and men’s, Theyskens’ Theory, and Helmut Lang to name a few. Run by Andrew Rosen who has invested in several popular brands like Rag & Bone, Alice + Olivia, and Proenza Schouler. The company is situated across a few city blocks in New York’s Meatpacking District. Refinery 29 took a tour and interviewed some the many talented people who run the show.
Tina Bhojwani — SVP of international business / Theory
How long have you been at Theory? What’s been your trajectory within the brand? Do you have any words of wisdom for aspiring boss ladies?
“[I’m] going on 12 years. At the time I joined, Theory was in two countries: Japan and the U.S. I (along with a great team) have focused on building out the brand’s global footprint. We now have a presence in many cities worldwide, but we still have much work to do.”
“In terms of work advice for women, I would say do not aspire to be a ‘boss lady.’ Aspire to be great at what you do. Hard work, discipline, passion, and dedication lead to success — the formula is the same for everyone. It certainly helps to work for a company you believe in and have mentors/bosses who inspire you.”
What’s been your most gratifying career moment to date?
“There have been several, but a recent one would be the opening of our flagship store in Paris on Rue St. Honore next to Colette. A big moment for our brand.”
We love those teas on your desk! Can you tell us a little bit about them?
“Prince Teas is a company my brother and I launched recently. These tins contain our first blend, which is a turmeric-infused sencha green tea — very tasty and health-beneficial, too. I drink it every day.”
Mona Sharf — director of communications / Theory, Theyskens’ Theory, and Helmut Lang
What’s been your trajectory within the brand
“I started with the company in 2010 doing public relations for Theory & Helmut Lang. About a month later, Olivier came on board, and I began repping Theyskens’ Theory as well, starting with the first collection, which was unveiled in September 2010. Since then, I have taken on special events and some marketing initiatives in addition to PR.”
That skate deck is so fun. How’d that come about?
“It was a deck Olivier designed for a story with Stop it Right Now’s Jayne Min for the September 2012 issue of Vogue. You can see the full story here!”
What’s your MO when it comes to dressing for the office?
“Contemporary casual: That is the MO when it comes to dressing at the Theory and Helmut Lang offices. If you watch people walking in and out of our offices in the Meatpacking District all day long, I think you will find a large group of strong, modern, and sophisticated women all dressed to represent that. I find myself almost always wearing head to toe Theory, Theyskens’ Theory, and Helmut Lang, with the occasional rag & bone pieces mixed in.”
Juri Sasaki — women’s merchandising manager
How long have you been at Theory?
“Almost 12 years. I started as an assistant to the overseas production manager in Japan and relocated to NY for two years to be the liaison between Japan and the United States. I then went back to Japan to work on women’s merchandising, and came back to NY once again in 2012 to work with merchandising on a global level.”
Whew! What’s the biggest differences between Theory shoppers in Japan and in America?
“Japanese people are more focused on details, whereas Americans tend to buy into the overall feeling [of the clothes].”
Ben Stubbington — head of men’s design / Theory
What inspires you when it comes to creating Theory men’s garments?
“Making functional and versatile pieces that can be worn multiple ways. It’s about how you wear the clothes, not how they wear you. I take inspiration from art/film/music/the street, heroes, and villains.”
What’s your favorite in-office tradition?
“Our Chinese New Year party each year.”
Saralyn Feinberg — account executive / Theyskens’ Theory
How long have you been at Theyskens?
“I’m proud to say that I have been here since the beginning! We launched TT just over three years ago.”
What’s been your trajectory within the brand?
“I have always been a Theory girl. I started my career here on the retail side and when the opportunity to work with Olivier came up, I jumped at it. Working on both sides has equipped me with a complete understanding of who our customer is, how she shops, and what drives her decisions.”
Holly Liss — branding and social media manager / Helmut Lang
How long have you been at Helmut? What’s been your trajectory within the brand?
“I’ve been with the brand for over four years. I started off in sales and carved out my social-media role while I was an assistant. The position didn’t exist at the company, and I saw it as a real opportunity to put Helmut Lang on the digital map. I launched all of our social-media channels and built our following from the ground up. As the main curator of Helmut Lang’s online voice, I started to take on more branding-focused roles in our e-commerce and retail space. Today, I manage all of Helmut Lang’s branding and social media.”
What’s your favorite in-office tradition?
“Fit Meetings. Every week, we get a size run of the newest arrivals that hit our stores, and all the girls get together in our VP of sales’ office to try everything on. We chat about the fit, quality, gossip a little and then figure out what we all need to buy immediately. It’s like shopping in a big dressing room with all of your closest friends.”
What apps do you rely on to do your job?
“It’s a good mix of social and photography apps.
Social: Facebook, Twitter, Instagram, Tumblr, Soundcloud, Pinterest, PSDEPT, Vine, Foursquare, and Emoji J
Photography: Camera +, Aviary, PicFrame, KalediaCam, Color Effects, Polamatic, and Grungetastic”
What’s your MO when it comes to dressing for the office?
“A Helmut Lang leather motorcycle jacket or one of our signature black structured blazers.”
