Theory DIY

MAKE IT. WEAR IT. OWN IT “Theory DIY Belt” is an Australian based leather belt company that developed a product that helps anyone to be connected with what they put on their waists; a Do-it-Yourself belt kit that can turn anybody into a true craftsman. The company aims to improve what is on the inside more than the outside of the man for a healthier mind amidst the fast-paced modern world; now that’s a fashion statement we should all live with. Theory DIY Belt Kit only uses East India Leather (E.I.), , first discovered and popularized by the British East India Company in the early 1800s. The leather made in South India using traditional method of vegetable tanning, was celebrated as one of the highest quality leathers around the world, for over two centuries. The E.I. leather production declined when chemically tanned leathers replaced it for their cost effectiveness and ease of tanning. Produced by tanneries around Tamil Nadu, E.I. leather was acknowledged by a registration under the Geographical Indications of India in 2008, thereby giving it international recognition and paving path for its revival. We at Theory are doing our part in helping revive the lost art by bringing this 200 year old heritage leather back to the front.