Vuori, a men’s activewear brand, is taking the plunge into women’s.
The label, which was founded by Joe Kudla and has a coastal California aesthetic, had dabbled in women’s for the past several seasons, offering a few pieces, and the positive response prompted the addition of a full assortment for spring. The lineup will be focused on fitness and travel and will include performance shorts, jumpsuits and woven joggers that are intended to perform but still look chic.
“Our community and active coastal California lifestyle inspire what we do everyday, from running, surfing, outdoor training and yoga,” Kudla said. “We always knew women’s would be an integral part of the Vuori brand. A combination of the right time in our business as well as consumer demand has led us to a place where we are thrilled to build a values-based, multigender brand. We feel we have been able to accomplish this new perspective on performance apparel for women even within a saturated, trend driven market.“
The spring collection will be sold at Nordstrom, REI, Core Power and on the Vuori web site. Prices will range from $84 for joggers and leggings; $58 for shorts, and $44 for T-shirts.
Vuori is sold at 300 wholesale accounts. The brand also operates two of its own stores in Encinitas and Manhattan Beach, Calif., and is opening a San Francisco unit this week.
The brand’s mission is: Built to move in, Styled for life and is intended to provide activewear pieces that can be worn for yoga or running or out to lunch.