Martin’s job is about creating the menswear collections at Theory.    Interestingly, the trigger element for him is an emotion. An emotion that gives the mood for the next season.  But how to translate an emotion into a collection?   This is when art comes in. Martin goes to galleries and museums to look at great art works. Contemporary or not. He needs to be inspired. For example, Soulages and Rothko were central to his menswear collection last year. After experiencing art, the making process of a new collection is launched, with a lot of sketches, prototypes, and conversations within his creative teams.  It’s time to listen to him.