Vuori, Activewear Like You’ve Never Experienced Before

Sometimes social media is a good thing. Especially when it comes to discovering brands you otherwise might not have found. This was the case when we came across Vuori, one of the fastest-growing activewear brands in the US, which was recently valued at $4bn and loved by celebrities including Harry Styles, Ben Affleck, Liam Hemsworth, Anna Kendrick and Kaia Gerber, as well as American Football Quarterbacks Trevor Lawrence and Jalen Hurts. It was a certain NFL athlete who put us on the brand in the first place and thank god he did. Vuori is set to change the UK and how we dress every day, as it comes to the UK this year. Founded by Joe Kudla in 2015 in California, after seeing a gap in the market specifically for refined activewear that delivers, Vuori seamlessly marries performance and style. Launched first with a strategic focus on menswear, an area Joe considered an afterthought by many other leading brands in the marketplace, Vuori takes inspiration from the active Southern Californian lifestyle; an integration of fitness, surf, yoga and life. The brand offers a new perspective on performance apparel where material innovation and durability are at the heart of every product and an ambition to create better products for a better world. Over the last couple of weeks, we’ve been lucky enough to test some of the products and we must say, it’s incredible. One key piece we were really impressed with is a brand staple that they are known for, the Kore Shorts, which are the best activewear shorts we’ve tested. Ever. Now that says a lot and from what we can tell, they’re just getting started. Everything fits as if it has been tailored to you and new approaches to age-old issues have been resolved with apparent ease. Vuori utilises premium fabrics with embedded technical properties that maximise performance to deliver functional products, designed for everyone that lives an active life. The brand is also committed to the environment and Vuori is conscious of its impact and committed to utilising sustainable fabrics, such as recycled and organic materials, as well as reducing the use of plastics across its shipping and supply chain. Vuori also works with Climate Neutral, offsetting the brand’s carbon footprint through funding projects that help combat global warming. Could this be a brand to take on the activewear giants who have lorded over the sector for a while now? We certainly think they should be looking over their shoulders. Find out more


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