If you look at the line's relaunch it went from being a pioneering brand that influenced many others to a highly commercial line of "edgy" and "modern" pieces that draws nothing but the logo from its heritage. it's very comparable to the SLP debacle, with fewer temper tantrums.
I know the history there, but is the intent to restore the brand to its former glory and make it a pioneer again? I could be wrong, but I'm just assuming Theory sees men's as an untapped revenue source. The "modern" and "edgy" women's line seems to do pretty well, and they could probably do the same with menswear. I almost don't care who's designing because, sadly, I don't expect much from it. Hope I'm proven wrong though.