Vuori
USA · Est. 2015 · Affordable
Vuori is an American activewear label for men and women, founded in Encinitas in 2015 by Joe Kudla. A former model and accountant, Kudla began developing the idea in 2014 to create premium performance apparel inspired by the active coastal California lifestyle, an integration of fitness, surf, sport and art. The name means mountain in Finnish, a nod to his love of climbing, and the brand aims to evolve the definition of traditional activewear. The range began with versatile men's activewear and now spans shorts, joggers, leggings, tees, hoodies, outerwear and denim, with signature pieces such as the Kore Short and the Ponto Performance Jogger. Its clothing is made by overseas manufacturing partners, including factories in China, which must follow its Vendor Code of Conduct. Vuori increases its use of preferred materials each year, including recycled polyester and fibres certified to standards such as GRS, OCS and RWS. Since 2019 it has partnered on removing plastic waste from coastal communities. From a pop-up and first store in Encinitas, Vuori has grown to dozens of stores, including flagships in SoHo and on London's Regent Street, and is sold through REI, Nordstrom and Equinox.
