The paper presents constitutive theories for non-classical thermoviscoelastic fluids with dissipation and memory using a thermodynamic framework based on entirety of velocity gradient tensor. Thus, the conservation and the balance laws used in this work incorporate symmetric as well as antisymmetric part of the velocity gradient tensor. The constitutive theories derived here hold in coand contra-variant bases as well as in Jaumann rates and are derived using convected time derivatives of Green’s and Almansi strain tensors as well as the Cauchy stress tensor and its convected time derivatives in appropriate bases. The constitutive theories are presented in the absence as well as in the presence of the balance of moment of moments as balance law. It is shown that the dissipation mechanism and the fading memory in such fluids are due to stress rates as well as moment rates and their conjugates. The material coefficients are derived for the general forms of the constitutive theories based on integrity. Simplified linear (or quasi-linear) forms of the constitutive theories are also presented. Maxwell, Oldroyd-B and Giesekus constitutive models for non-classical thermoviscoelastic fluids are derived and are compared with those derived based on classical continuum mechanics. Both, compressible and incompressible thermoviscoelastic fluids are considered.