A second high-style/low-price hook-up took place last week from the same source: Tokyo Fast Retailing, which is the umbrella company of the American brand Theory.
Olivier Theyskens, the Belgian designer known for a couture sensibility, has been tapped by Andrew Rosen, chief executive officer of Theory. In the spirit of the Jil Sander/Uniqlo collaboration — but at a middle-market price point — Mr. Theyskens is taking to Main Street an aesthetic that has formerly been seen at the Paris houses Nina Ricci and Rochas.
“I think it is a breakthrough for the next generation — it has to do with clothes that are not so preciously made, but made with great integrity,” said Mr. Rosen, who founded Theory in 1997 in partnership with Elie Tahari. “Today, you can’t just be good — you have to be great. I want to be proud of the clothes I make.”