Theory to open its first European outlet in Paris According to Andrew Rosen, president and founder of Theory. Theory clothing has global aspirations which translates into: “Easy to understand, wearable clothes with subtle sex appeal for everyday life. A brand has to have a global strategy and then execute locally.” The Paris location extends to over 1300 sq ft. “We didn’t want to follow a flagship format. We wanted accessible stores in key locations to make shopping an easy experience,” said Rosen.