[citation needed] In 2012 The Council of Fashion Designers of America (CFDA) announces Andrew Rosen as the recipient of the Founders Award given in honor of Eleanor Lambert.

In 2013 Andrew Rosen and the CFDA spearhead the Fashion Manufacturing Initiative, a project whose ambition is to invest in and guarantee the future of garment factories in Manhattan.

The branding initiative debuts with the Spring Summer 2015 advertising campaign, featuring Natalia Vodianova with photography by David Sims.

In North America, Theory has stores in Aspen, Atlanta, Aventura, Costa Mesa, Dallas -Highland Park Village, East Hampton, Greenwich, Westport, Los Angeles, New York City, Palm Beach, Philadelphia, Manchester, Vermont and San Francisco.

The Theory label's headquarters and design offices are located in New York City's Meatpacking District, at 2 Gansevoort Street.

In 2016, Theory pursued a collaboration with fellow fast-retailing brand Uniqlo touted under the slogan "Japanese engineering, New York Style."

The collection was a capsule men's wardrobe featuring 4 different styles of shirts in 4 colors each and received widespread positive feedback for providing the same minimalist philosophy at a significantly lower price point.

"[13] Rosen labeled it "seller's remorse" and the case was later dismissed by a New York judge, even denying Tahari's claim for unpaid royalties by Theory's then Asian licensee, Link International.