A novel attempt to understand the flavor puzzle (hierarchical fermion masses, disparate flavor mixings in the
quark and lepton sectors, etc) in the context of unified theories will be presented. A key new feature is the
absence of the fundamental Higgs in SO(10), which is replaced by a vector-like fermion family. I shall also discuss
flavor unification near the TeV scale based on a maximal subgroup of the flavor symmetry group, along with
its implications for LHC searches.