“Today THEO is more than fashion - it is an art, new job opportunities, clothing and life style. The brand is progressing and expanding extremely fast. We are only one and a half years old and it takes decades for others to reach the same level.”

After speaking to Theo Dekan – the man of many artistic titles – I can definitely describe the brand THEO as a piece of art build by talent, power, passion, and determination for success. “I have made a long way in the fashion industry, much longer than many of my colleagues, and I successfully innovate and continue creating it – for more than 18 years, to be more precise. Before, I was mainly known as a popular stylist and hair artist. I declared myself as an innovative designer quite recently.

“The best knowledge was given by life experiences.” With a simple and confident response, he added that he has the skills of a hairdresser, a stylist, a musician, an artist, a designer, a marketer, and an accountant. Considering all his positions, he is fully aware that the talent is present and he knows how to apply it in the right places. “I’m not shy, but this is how many recognized experts describe me.”

The perfectionism of Dekan is evident, especially due to the fact that he participates in every stage of creation of the collection – from generating ideas to displaying the clothes for retail. “The quality is everything to me, therefore I use only best fabric and control the process of manufacturing. The main target is for each dress to embody the creative energy and become an integral part of the wardrobe.”

The vision of THEO is complex in a sense that it combines ironic, straight, and eccentric ideas “My signature is counterpointing and meaningful clothing with signs of essence and deconstructionism.” Accessories and clothing are not created separately – every piece is part of the ensemble. “I am multitasking and provocative. I design complete collections starting from clothing and ending with accessories, make-up and hairstyle. My accessories always express my understanding of the specific image. My creations are talking for themselves.”

The beauty of the brand is that the pieces work wonderfully in combination with others to create various fashion styles. It is the brand that will make each woman stand out from the crowd. While talking about THEO from business perspective, Dekan says, “we are working on B2B basis, offering our buyers an early-pre-order option immediately upon the runway. In addition, our e-commerce project officialtheo.com gives the opportunity of online purchasing around the world with to-door delivery.”

Do you feel anything in the air? I do! The THEO "new order" concept is creating a link between fashion world and real customers - the link that’s still missing or is very weak. I had experience while shopping in BCBGMAXAZRIA. You place your eyes on the item that attracts you and the shop assistant is on the way, hands full with matching shoes, belts, and accessories to complete your imagine. THEO is moving even further and closer to the customers: you can get your personal dash immediately from the runway, from the shop, or online. Isn't it what we all need? Whether you are young girl struggling to find your style, chic girl in search of new looks, or you are business lady with lack of time - the THEO concept is the answer!

THEO official website

Credits

Tekst Polina Buchak

Photography Dan Beleiu

Creative Director and Fashion Olga Yanul

Model Sarah Engelland @Premier

Hair Keiichiro Hirano

Make-up Emma Miles

Fashion Pieces THEO

PHOTOGRAPHY DAN BELEIU CREATIVE DIRECTOR OLGA YANUL MODEL SARAH ENGELLAND HAIR KEIICHIRO HIRANO MAKE-UP EMMA MILES

Theo Dekan – the Hand Behind the Brand

theodivo.Com