Fashion Press Release

Theo + George Takes An Effortless New Direction

                                                                    Live, Move, Feel, Better: Get Acquainted with your new “go to” Label

Award winning designer Katie O’ Riordan has relaunched her online cult brand Theo + George producing a premium yet accessible collection designed to fit in seamlessly with the lifestyle of its owner.

The former designer for the US Olympic Snowboarding Team, has gone back to her roots to create one of the most innovative yet accessible and sustainable brands to be launched in the Irish market in recent years.

Anchored in the premise of effortless living; the brand espouses, and lives up to, its values around minimalism, premium quality, sustainability and durability.  Reliable wardrobe staples that wearers can get mileage out of combined with stylish, thoughtful yet functional touches. A collection that enables the wearer to move effortlessly while simultaneously withstanding the elements.

Proving that premium does not have to mean expensive, Theo + George is online only meaning no excessive markups. The quality of the Theo + George collection is down to the fabric and materials meticulously selected by its design team; chosen with luxury and resilience in mind. Cashmere, 100% cotton and 100% bamboo are just some of the fabrics the label is using to achieve its premium credentials that can be truly only appreciated to the touch. Theo + George is changing the rules of engagement bringing luxury at an accessible price to its contemporary tribe of stylish advocates.

Each season the label will deliver its “best of” wardrobe staples while introducing more season driven pieces or design tweaks to its key pieces.

Trendless staple pieces include the Lillian Crew Neck Tee made with super soft 100% cotton, made and designed to be worn and washed over and over again. A tee with a lifespan that is sure to trend. While the ultimate winter warmer comes in the form of the Colette Long Sleeve Tee, luxuriously soft, with a relaxed thumb-home tee for pure comfort. And the classic Emma Long Sleeve Breton Stripe Top, made from 100% Ringspun heavyweight cotton, boasts effortless style credentials.

Key pieces from the AW17 collection include the highly wearable Lucy Cashmere Wool Blend Hoody Dress with innate styling capabilities. The Jenny Diamond Quilt Sweater is a guaranteed head turner, its edgy modern quilty front panel is the ultimate day to night arsenal; ideal for the upcoming party season.  While the Laura Shirt Dress, made from 100% bamboo,  is an effortless choice for day, work, or weekend wear. For comfort seekers, the Payton French Terry Dress “is probably the most comfortable dress on earth” with an added thumb hole design to resist the harsh winter winds. The timeless collection also features premium lux track pants and premium Italian mid rise jeans at an affordable price. The search for a the perfect jean is no more…while the wool wrap coat and bomber jacket will be treasured for years to come.

“With the relaunch of Theo + George, I’m finally getting the opportunity to go back to my roots and design and produce a label that is truly modern and contemporary. Every single piece in this collection is designed and produced to be worn effortlessly. The ethos of Theo + George is simplicity represented by beautiful, contemporary and responsible pieces. Theo + George was started to help people get more from life with less, by providing timeless solutions that can be either dressed up or dressed down and that make everyday effortless, ” said designer Katie O’ Riordan.

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