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When surfboards met sweatpants—the golden California sun, waves curling over the Pacific, and a community of surfers and yogis living their best outdoor lives. Add to that a craving for comfortable, versatile clothes that could transition seamlessly from sunrise surf sessions to sunset dinners without missing a beat.
That’s where Vuori Clothing was born—not just as a brand, but as a lifestyle revolution.
Founded in Encinitas, California, Vuori (pronounced vee-or-ee) was built on a simple but powerful vision: to create performance apparel inspired by the coastal California lifestyle. The brand wasn’t interested in copying the hardcore gym aesthetic or the slick, futuristic look of traditional athletic wear. Instead, Vuori wanted to design clothes that felt as good as they looked—soft, sustainable, and ready for anything that life throws one’s way.
The story starts with Joe Kudla, an athlete, entrepreneur, and adventurer who spent his days surfing, practicing yoga, and exploring the outdoors. Like many people, Joe had a closet full of clothes for different occasions—yoga gear, casual wear, beachwear, and gym wear. But something fell off.
Everything on the market screamed “performance” but lacked soul. The fabrics were often stiff or synthetic, and the designs didn’t reflect the easygoing, nature-connected lifestyle that California embodied.
So, Joe asked the golden entrepreneurial question: “What if activewear could feel amazing, look great, and work everywhere?”
Vuori was his answer. It marked the birth of a brand (and a movement). Vuori was launched in 2015 with a small collection. It was a humble beginning for what would become a multimillion-dollar phenomenon. The first product lineup was designed with versatility in mind: the Kore Short, the Ponto Performance Pant, and the ultra-soft Sunday Performance Jogger (a fan favourite to this day). These weren’t just clothes; they were a vibe.
People began to notice that Vuori’s gear felt as soft as clouds yet stylish enough to move seamlessly from the gym to brunch. This effortless transition from sweat to social quickly became the brand’s defining signature.
And unlike competitors who poured money into flashy endorsements, Vuori leaned on authenticity. The brand grew organically through word-of-mouth, Instagram storytelling, and a passionate community of customers who lived the lifestyle Vuori represented.
The word Vuori means “mountain” in Finnish, a fitting metaphor for a brand built around movement, resilience, and nature. The mountain represents not just physical strength but also the journey towards balance and mindfulness, pillars of Vuori’s philosophy.
The founders wanted a name that carried meaning but wasn’t tied to trends or regions. “Vuori” felt grounded, global, and quietly powerful, just like the people who wore it.
Encinitas, a surf town north of San Diego, isn’t just Vuori’s birthplace, it’s its soul. This is where sandy feet meet yoga mats, where beach workouts turn into sunset hangs. That culture of movement, mindfulness, and community is stitched into every piece Vuori makes.
Walking into a Vuori store evokes a sense of beachside calm. The wood accents, minimalist design, and warm smiles create an atmosphere where every detail feels intentional. It isn’t just retail—it’s a mood.
The magic of Vuori lies in the fact that it’s not just for athletes. Runners, climbers, and yogis may favour the brand for its technical fabrics and performance features, but Vuori’s real appeal is how it makes people feel. The clothes are incredibly soft—think baby-blanket soft—crafted with moisture-wicking, quick-dry, and anti-odour technology. Yet, they never overtly announce “gym.”
Vuori describes its design philosophy as “Built to Move in, Styled for Life.” This approach allows wearers to flow effortlessly from a HIIT (High-Intensity Interval Training) class to a smoothie run, a work session at a café, and dinner with friends—all in the same outfit.
Some fan favourites include:
- The Sunday Performance jogger—the MVP of comfort meets street style.
- The Kore short—the designed for workouts but equally at home on the beach.
- The Halo Performance hoodie—soft enough for lounging, sleek enough for travel.
- Performance leggings—loved for their fit, feel, and versatility.
- Vuori isn’t just clothing. It’s an everyday uniform for people who live dynamically.
In its early years, Vuori was a well-kept secret among Californians who knew good design when they saw it. But that didn’t last long.
Thanks to authentic branding, social media storytelling, and word-of-mouth buzz, Vuori quickly gained traction. Before long, one couldn’t walk down a yoga studio or coffee shop in San Diego without spotting those iconic joggers.
Investors took notice, too. In 2021, Vuori achieved a massive milestone: a $4 billion valuation after a major investment from SoftBank. That placed Vuori firmly in the big leagues, alongside giants like Lululemon and Patagonia, but with a vibe all its own.
Even more impressive? The brand remained profitable while growing fast—a rare feat in the apparel world.
Vuori doesn’t just talk about sustainability, it weaves it into everything.
From the start, Joe Kudla and his team knew they wanted Vuori to be a force for good. That meant responsible sourcing, recycled materials, and ethical manufacturing.
Today, Vuori uses fabrics made from recycled plastic bottles, organic cotton, and other eco-friendly materials. The brand is also Climate Neutral Certified, meaning it offsets 100 per cent of its carbon footprint.
Its packaging? 100 per cent recyclable. Its factories? Carefully chosen for fair labour practices. Its mission? To create clothes that respect the planet as much as they respect the human body.
And unlike some companies that greenwash for marketing, Vuori backs its claims with transparency reports and measurable impact goals.
Vuori’s secret weapon isn’t just its clothing; it’s the community it has cultivated.
Instead of focusing on traditional marketing, Vuori built a tribe. The brand hosts local yoga classes, surf meetups, and outdoor events. It partners with wellness instructors, athletes, and creators who genuinely live the lifestyle.
It doesn’t just post product photos on Instagram; it shares stories—stories of people who push limits, chase sunsets, and seek balance.
That sense of connection has turned Vuori customers into lifelong fans.
One quick scroll through their Instagram and one will notice it: happy people doing what they love—surfing, hiking, stretching, living.
Vuori began with men’s performance wear but quickly realised women wanted in on the action too.
The women’s line, launched a few years after the original collection, brought that same buttery-soft comfort with feminine fits and flattering silhouettes. From leggings to sports bras to effortless dresses, the line balances functionality and flow.
It’s not about compression or competition, it’s about feeling amazing in one’s skin, whether on the mat or on the move.
Vuori’s influence goes beyond fashion. It’s a movement rooted in mindfulness, wellness, and balance—the core pillars of a life well-lived. The brand’s messaging often centres around positivity, gratitude, and purpose. Whether through its “Investment in Happiness” initiative or its partnerships with environmental non-profits, Vuori walks the talk.
Its tagline, “The Rise the Shine the Grind the Rest” captures what it stands for: life’s full rhythm, from hustle to stillness.
Vuori’s journey is only getting started. With stores popping up across the US, Europe, and beyond, the brand is on track to become a global lifestyle icon. But Joe Kudla insists that growth will never come at the cost of authenticity. The mission remains the same, to inspire happiness through movement and connection.
Expect to see Vuori expanding into new categories like travel wear, outerwear, and accessories, all while staying true to its soulful, sun-kissed roots.
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