The women from the fashion label "Thema Selection" and the associated store in Zurich's Oberdorf caused quite a stir in the then still bored city of Limmat in the 1970s. While the label attracted attention with its unparalleled style and eccentric fashion shows, the store gradually became a meeting point for Zurich's art and culture scene. The business and fashion label were founded by Katharina Bebié, Ursula Rodel, and Sissi Zöbeli. For a few years, Elisabeth Bossard was part of it, later Christa Derungs, and today Sonnhild Kestler. The simply cut work dresses for women made from men's fabrics, which flirted with dual gender identity, were ahead of their time when the Thema women hung them in their first store at Weiten Gasse 9. For two years, hardly anyone bought from them until.