Established in 2015 by avid sportsman and accountant turned entrepreneur Joe Kudla, California activewear and lifestyle brand Vuori has become renowned for its technical designs and unique fabrics prioritising comfort and endurability. The name stems from the Finnish word for “mountain”, for Kudla’s love of climbing and the challenging and aspirational meanings attributed to the sport. Recently valued at $4 billion with more than 50 brick-and-mortar stores around the world, it’s hard to imagine that 8 years ago the brand was on the brink of collapse, struggling to find a niche in an oversaturated performance-wear market.
Unmatched technical innovation (Vuori’s DreamKnitTM is an ultra-soft brushed jersey made from recycled materials and its BreathInterlockTM is a breathable, water-resistant compression fabric) teamed with community-led organising and a real passion for sport has made the brand what it is today. From its San Diego headquarters, Vuori draws inspiration from its own community in the coastal California area, integrating wellness and healthy living (mental and physical) into its brand. Vuori even lists ‘Investment in Happiness’ as a priority on its website .
From these foundational principles, Vuori has welcomed a community of athletes to the brand, testing their products out in the field in dynamic and extreme ways as we reevaluate the ways we see performance wear. As the brand’s relationship with these ambassadors and collaborators has continued t.
