Theo + George 2017 Brand Book

LIVE, MOVE, FEEL, BETTER.

In the end, only three things matter: how much you loved, how gently you lived and how gracefully you let go of things not meant for you.

Buddha

O1

04 INTRODUCTION

05 THE COMPANY

07 OUR PHILOSOPHY

09 SUSTAINABILITY

16 THE BRAND

21 THE CUSTOMER

23 THE COLLECTION

We believe in the ease of buying less and choosing well. We started Theo + George to help people get more from life with less, by providing timeless solutions that can be either dressed up or dressed down and that makes Everyday Effortless. Our clothes are adaptive and they work together. Our goal in creating each collection is to empower our consumers to remove a layer of clutter from their world leaving space for more joy from just living life.

We make exceptionally crafted comfortable clothes to help you look good, feel good and focus on the things in life that matter. Our clothes are made to move. But we move softly and tread carefully. Our design process keeps textile and social responsibility in mind every step of the way so that our customers don’t have to. The end result is beautifully designed, crafted, comfortable clothes that are washable, durable and built to last.

We embrace slow fashion so we are considered and timeless.

Our expertise allows us to pick the right fabrics and textiles so our clothes are not only beautifully designed, crafted, comfortable, but also washable, durable and built to last.

O4

THE COMPANY Theo + George was founded in 2013 by Katie O’Riordan, a busy working mother of two. Katie, originally from Philadelphia, honed her craft by managing the outerwear department for a leading multinational sportswear company in the US, before settling in Ireland. With a degree in physics and a background in architecture and fashion, Katie has taken her unique skills and applied them to her life’s passion. She has received increasing recognition for her work in the fashion industry - in 2015 she made the shortlist for the IDI Universal Design Award and was awarded the title of 2017 IFIA Fashion Designer of the Year.

Progressive and self-starting, Katie was determined to create a collection that shares her own values of simplicity and sustainability while also being durable and easy to wear. As a busy mom of two, she recognises the value of a life made easier and is driven to share this principle with others through her curated and crafted collection of clothes designed to work together.

Theo + George is an ambitious company with global aspirations.

We are based in Dublin, a city full of fun, progressive thinkers and doers but also a city that remains rooted in tradition with ample opportunity for growth and discovery.

O6

OUR PHILOSOPHY

WE ARE OPEN We tell the truth about what and how we do things.

We’re not perfect, but we are restless in our journey to get there. We are open about our pricing, open about our factories, open about our progress.

WE ARE POSITIVE We believe life is about positive progress and enjoying every second. It’s not a dress rehearsal. We believe that clothes should allow you to move freely and live fully.

Rules on what you’re expected to wear are outdated.

WE ARE ENTERPRISING We always question, always ask why, always move forward.

We believe life’s too short for fake cheese and fake people, so we never sacrifice quality for convenience. We believe in craft and timeless quality. We like good, but we love great. We never settle.

WE ARE RESPECTFUL We believe in sourcing ethically, committing to causes and challenging culture. We believe that buying fewer items that are more durable, timeless and made in fair conditions will actually save you money. We believe in buying clothes that spark joy but also help you be the best you.

O8

SUSTAINABILITY We believe in transparency and sustainable manufacturing practices. Our team has travelled the world to find the best manufacturing partners. We’ve chosen our partners with exceptional care. Each one maintains the highest ethical and sustainable production standards. Our people have met their people, so we know that workers are paid and treated fairly.

We care. About you, about the environment, about the people that work for us, the people that sew for us, and the impact our clothes make on you and our world. Our decisions have a lasting impact so we’re careful to make the right ones.

Even though we’re small, our ambitions and commitment to responsibility within the industry are integral to who we are and will grow and expand as we do.

See, business responsibility comes naturally to us. It’s how we think and it drives how we approach things – from product origin, to supply chains, to just simply the way we interact with people.

We believe in decent behaviour and in giving more than we take.

Not just because it’s a new trend, but because it’s who we are and what we do.

O9

TimElEss and high qualiTy We’re against the disposable economy. in fact, we believe deeply in craft. The Japanese term, monozukuri, meaning the art craft and science of making things, is intrinsic to all of our designs. using this philosophy to drive our process, we take the time to create timeless pieces that possess the structural integrity to last. We support the idea of buying less and choosing well.

supply chain TransparEncy The commitment to business responsibility comes naturally to us, and we’re ready to put in the required initiative, work, and research it takes to build, maintain and grow our network of like-minded suppliers.

We gladly give the consumer insight into our operations, and welcome questions, but we do this without making it the focus of our company. responsibility is a core aspect of our company ethos, but the craft of our clothing is our priority.

susTainablE packaging hours of thought have gone into developing our packaging – our goals being to create an exciting and authentic experience for the customer while remaining true to our commitment to never send unnecessary waste. all of our packaging is reusable and/or recyclable.

11

rEcycling parTnErship We’ve partnered with a textile recycling company in dublin who have access to 1500 recycling banks across ireland. To encourage our consumers to recycle unwanted textiles we provide each irish customer with their nearest recycling bank location. We’ve invested in this initiative in an effort to help relieve some of the negative effects of the disposal economy and to remind our customers of the importance of buying less and choosing well.

OUR BRAND IDEA

EVERYDAY EFFORTLESS 14

15

BRAND BELIEF BRAND PURPOSE

BRAND ATTRIBUTES

We believe in living every moment effortlessly.

Inspire and help people move through the world with effortless ease.

Movement Ease Crafted Minimal Progressive Positive Principled

16

17

Everyday speaks to the sustainable part of the brand; these are clothes she wears every day they are versatile and durable. It also speaks to an understanding of the daily impact she has and the choices she makes every day.

EVERYDAY EFFORTLESS This is the essence of the modern woman. She is stylish, independent and self-assured. She moves through this crazy world with ease and confidence. She respects herself and the world around her.

19

WHO WE ARE TALKING TO CLAIRE - A MODERN WOMAN Claire is 33 and from Dublin.

Lives in Ranelagh with her partner.

She is self-assured and confident.

She is fashion conscious but dresses for herself – her clothes need to work with her life.

She is liberal in her politics and environmentally conscious. She keeps fit and regularly does yoga.

She works in marketing for a tech company.

She invests in occasional luxury pieces and great basics.

She cycles to work, so needs to be able to move.

She works hard, likes to buy her clothes online, and spends her free time on leisure activities and meeting friends.

She has an active social life and often goes straight out after work.

Versatile clothes take up much of her wardrobe.

22

THE COLLECTION

Simplicity, comfort and luxury are the three components that we’ve tirelessly incorporated into every piece within the AW17 collection.

These attributes have resulted in high-quality and timeless pieces that are strong enough to stand-alone but also come together seamlessly to create a capsule wardrobe that can be both dressed up and dressed down. price range: T-Shirts Tops Bottoms Dresses Coats

| | | | |

€35 - 45 €59 - 159 €129 - 169 €119 - 259 €229 - 279

24

sTand-ouT fabrics Our custom blended tee fabric has reduced odour retention and shrinkage properties.

It will also stay soft and keep its colour longer than a 100% cotton tee. In addition, it will resist wrinkles, will have a smoother finish and be less likely to pill.

We pride ourselves on working with the best cashmere factories in the world. Our cashmere partners offer 100% traceability and control over the production process by having built a network of in-house and BSCI (Business Social Compliance Initiative) approved factories for each step of cashmere chain of production.

They buy their cashmere fibres directly from the herdsman from Tibet and Inner Mongolia, who have made sure to look after the health of their goats, and the careful combing of the hair to protect their skin - healthy goats are necessary for high-quality cashmere fibres year after year!

26

AW17002B

lillian crEW nEck TEE Our number one everyday essential.

Effortless, super soft, and slightly structured this tee is perfect as a layering piece or worn on its own.

Tailored for the perfect fit; a must-have seasonless staple.

28 AW17002B

colETTE long slEEVE TEE

29

AW17003W

Made with our luxuriously soft premium cotton-modal blend, this wardrobe staple is the perfect weight for a durable and long lasting piece. Cosy and comfy, this slightly relaxed thumb-hole tee can be perfectly paired with denim or layered with your favourite jumper and is a guaranteed success.

AW17003B

AW17004BW

Emma long slEEVE brETon sTripE Top

A true classic, our heavyweight Breton stripe shirt is a timeless addition to your closet. The classic boat neck detail, drop shoulders and split hem give this design effortless style. Made from 100% ringspun heavyweight cotton, this top is perfect for even the coldest days.

31

AW17004WB

Jill oVErsiZEd V nEck TEE

AW17005W

AW17005B

AW17005W

Oversized and the ultimate in comfort and luxury. Our premium cottonmodal blended fabric is luxuriously soft and will empower you to move.

Enhanced breathability, shape retention, and softness – this will become your favourite go-to tee.

34

lucy cashmErE Wool blEnd hoody drEss This dress is super soft and cosy, yet gives an air of effortless elegance.

The premium superfine merino wool/cashmere blend will keep you warm and comfortable all day long.

The hoody and deep v-neck make for a relaxed style while the puff detail on the sleeves offers a modern twist to the classic sweater-dress.

35

AW17103G

AW17104B

Ella crEW nEck cashmErE sWEaTEr

AW17104G

The perfect cashmere sweater versatile and enviably soft, yet can stand up to being hand-washed. The classic crew neck paired with slightly lengthened sleeves and a flattering cut that hits at the hip is a clear coldweather staple.

38

JEnny diamond quilT sWEaTEr

AW17105B

39

The comfort of cashmere paired with the modern quilted front panel gives the Jenny sweater a style that transitions effortlessly from day to night. The fit hits just at the hip and gives the piece a unique and structured look.

AW17105M

laura shirT drEss

AW17203B

An everyday classic - our Laura shirt dress is made from 100% bamboo for ultimate comfort.

A perfect update for the dress you'll want to wear every day.

42

payTon frEnch TErry drEss

The most comfortable dress on earth made from 100% cotton French terry fabric, this dress is a true staple for your wardrobe. We’ve added a thumbhole design for extra cosiness and used the perfect heavyweight fabric to keep you warm and comfortable while on the go.

AW17205B

44

sTacEy luX frEnch TErry panTs

Have you ever worn track pants to the office?

Now you can - we’ve paired the structure of pleats with the comfort of track pants to create the most unexpected yet stylish, luxurious comfortable pants you will ever own.

Pair with heals for a refined look or sneakers when you are on the run.

AW17302G

46

gracE cashmErE lEggings

Yes, these are really cashmere leggings. Front pockets, back pockets and a high waisted style; they will be your guilty pleasure. The ultimate in athleisure - these leggings will be your favourite cold weather go-to.

AW17303G

47

Erin sTEppEd skinny JEans Premium Italian denim at an unbelievable price. We’ve added a stepped hem for a modern design and used the perfect blend of cotton and elastane for comfort and ease of movement. But don't worry, these jeans won’t lose their shape, even if you wear them every day. If you own one pair of pants these should be them.

49

AW17304B

hEaThEr Wool Wrap coaT

The classic wrap coat is a timeless, effortless and beautiful addition to any closet. The tie waist and drop tail detail in the back give this coat an air of elegance while the front pockets retain an element of functionality. The marbled wool blend fabric and super sleek lining will keep you warm and cosy - this coat will be a true winter staple for your wardrobe.

AW17402BM

52

AW17403AM

lisa bombEr JackET

You were meant to sparkle. This luxurious insulated bomber jacket is made with the most gorgeous diamond quilted metallic fabric with chest pocket detailing, and lengthened sleeves for a modern look and fit. This jacket is very fitted and if you are looking for a layering piece we recommend going up one size. The perfect day to night coat.

54

alannah bombEr JackET AW17403BB Our favourite style designed to move. We’ve given this jacket a super sleek design in ultra soft black diamond quilted suede - it is the most luxuriously soft fabric we’ve ever felt. The lengthened sleeves are added for a modern twist, the hem, collar and cuff are finished with a rib detailing, and the lining is made of the most buttery lightweight satin fabric.

Warning: if you buy this coat you may not be able to stop touching yourself.

56

JudE oVErsiZEd crEW nEck coaT

AW17405G

The everyday coat. The clean design with hand pockets and exposed metal zip closure on the center front gives this coat a timeless elegance.

The versatile grey colour, luxurious fabric, drop shoulders and oversized fit brings a modern style to any outfit.

58

grayson luX cashmErE/modal scarf Let us know what you think of our scarf. We think it's amazing and if we have enough interest we will make it available to purchase.

AW17501G

59

bEcky ToTE bag Let us know what you think of our tote bag.

We think it's amazing and if we have enough interest we will make it available to purchase.

AW17601B

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CONTACT Katie O’Riordan Founder and Designer katie@theoandgeorge.com www.theoandgeorge.com