Millennial to Millennial: Redefining Work + Workwear Warning:
December 1, 2017
Warning: reading this may cause hyperactivity of the thumbs, a sense of entitlement, and the inability to communicate in full sentences – all supposed traits of millennials.
Seriously though, juuuust kidding.
What you are reading is the start of a column highlighting conversations between millennials on topics as varied as their political perspectives, career paths, side hustles and Instagram obsessions. This inaugural piece features two young leaders within Theory, a contemporary fashion powerhouse headquartered in the district sitting atop its flagship location.
Celebrating the brand’s twentieth year leading the business of and continually redefining workwear, Theory launched Theory: 2.0, an experiment in empowering aspiring talent from within the company.
The co-leaders of 2.0, Jacqueline Holden, 29, previously Senior Merchandiser, and Sarah Zachar, 27, previously Planning Manager, were among eighteen others chosen to embark on this venture based on the vision of Theory co-founder, Andrew Rosen, that started almost two years ago. Participants from across the company, from the IT department to store experience were selected into the program and were given a voice.
“It’s been amazing gaining a true understanding of how to build a business,” said Zachar on this entrepreneurial experience and being exposed to the varied aspects of the business side of fashion. With mentorship and guidance from upper management, Holden and Zachar, along with a small team sought to create a capsule collection that would serve as a mini-brand within Theory.
Their approach was to think through what Theory meant to them. “We didn’t set out to appeal to a millennial consumer,” said Holden, “It was more personal.” Holden and Zachar both surveyed friends across industries, asking them what they wore to work, a great place to begin, given the origins of Theory in suiting. Recognizing that “what is important to us is different than what’s important to our parents,” added Holden, they took the key elements that were relevant to them and their friends and applied that philosophy to marketing, site experience, and to the product.
The end result were the work uniform essentials: a basic knit crew sweater, a pullover shirt, and a satin trouser, along with the millennial essentials: fleece back zip sweatpants, faux leather leggings, a crepe double V dress, and a baby tee.
2.0’s mission however does not stop at clothing. To bring to life the next expressions of Theory in an authentic way, we’ll be seeing 2.0 philosophy making appearances in the brand’s other pillars: sustainability, philanthropy and female empowerment.