Vuori: How a SoCal Brand Grew to a National Market

If you’ve spent any time walking around Southern California you’ve likely seen someone with a “v” on the left leg of their shorts. Brand names are splashed across a lot of the clothing you’ll find in this part of the country, but the locals know the “v” is for Vuori. This Encinitas-based athletic line has built a strong following, and has been experiencing stready growth since it was found in 2015.

In the right part of the country, Vuori is an established brand. In other parts, this brand is going to be popping up on yogis, surfers, and lifters. Clearly, they’re doing something right. In 2019 they raised $45 million in growth equity and the brand continues to do well. If you’ve never bought anything from Vuori, you might wonder why the brand is so popular and whether or not you should be wearing it.

The Birth of Vuori

Entering the athletic wear market is going to be competitive. Consumers already have competition from massive retailers like Nike and more niche stores like Lululemon. For Vuori, this meant they needed to understand their purpose before they could gain traction. Founder Joe Kudla came up with the idea thanks to his passion for yoga. It seemed like athletic brands weren’t catering to the yoga crowd and yoga brands were focusing mostly on women.

Vuori sought to correct this and make the clothing fashionable in the process. Apparel would be given modern cuts and remain stylish, often infusing west-coast vibes into the designs…