Vuori Gift Cards
Vuori Gift Cards - Give the gift to Viori. Perfect way to say "You are beautiful." Not quite sure which fragrance they love, or know when they need it? Send them a gift card so they can choose the scent and time that suits them.*Gift cards can only be redeemed for one-time purchases.
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Vuori Gift Cards
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we donate 5% of our profits back to protect their future. Hair types can be confusing. Here's what all these brands mean and how to choose the right hair care products for your hair. Your hair habits may be more harmful than you think. Here are 5 things you are doing that are harmful to your hair.
We may earn a commission from links on this page, but we only recommend products we have back. Founder Joe Kudla tells how he found inspiration and funding - plus which products get him through the day. What does a guy wear to yoga? This is the question that disrupted a highly competitive activewear industry, and the question that led to a lifestyle brand creation in return.
The Rise.the Shine.
As we look into why founders start what they start, we caught up with Joe Kudla, the man behind Vuori. Like most DTC brand founders, the mission started with a man who had one question. Kudla isn't just your retired slacker brother, he's a former college athlete who saw a gap in the market for more quality-driven activewear and decided to do something about it.
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Whether you know Vuori or just let me introduce you to it now (get off your rock), the brand has seen incredible global growth since its humble Encinitas start in 2014. The brand blends the SoCal lifestyle into high-quality performance apparel. creating athletic clothing with a different perspective.
Vuori is designed with this versatility in mind, transitioning you seamlessly from your workout to everyday life. While Kudla's background was inspired by yoga, his background was not based on being a yogi. "I was an athlete, growing up I played soccer and lacrosse, soccer through high school, and then lacrosse in college, and I just beat my body up," he says.
Then a friend suggested I try yoga. I fell in love with the practice and I did it every day. That's what started me on this journey." It's been a long journey for this founder, but it's finally paid off.Kudla chats through everything that got Vuori to where it is today, omnichannel ecom and wholesale strategies, growth in failure, red light therapy and more.
The Rise.the Shine.
So let's get moving. It's time to learn from the master. ESQUIRE: Why did you start Vuori? What did you think was missing out there? JOE KUDLA: The observation of the market was that the big active brands weren't really designing premium clothing. It was
a mass offering, where they were working with shiny, synthetic materials, big brand logos. So like someone who was going to yoga every day... No one was really paying attention to the male customer. It was very overlooked or an afterthought for the premium brands. Our vision was to
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building something premium for men that would support you through a tough workout but had an aesthetic and a fabric sensibility that would carry over into your everyday life.Our core ethos was built to move in style for life and it was all about that versatility
for which Vuori has become famous. What were the first steps you took logistically? Essentially, how did you raise the money to start Vuori? Fundraising was very challenging for me; I'm not going to pretend it wasn't. I hadn't built a successful track record in clothing.
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I was a CPA by trade, and I had started two clothing brands out of my garage, neither of which had really gone anywhere. They were great learning experiences and I taught myself how clothes were made. But I've always loved design, and I've always loved products—I just haven't had a successful track record.
So it was very challenging to raise capital, especially from the financial institutions and the venture community. I maxed out my credit cards, took all my savings and got some friends and family to invest with me. We were able to put together enough money to go to market and put together our first samples, but it wasn't a huge budget and we were competing with other concepts, especially those more focused on the women's market.
We always felt like an underdog, especially in the early days. We went out, hired two people who are still with me today, our head of marketing, Nikki Sakelliou, and the head of menswear, Rebecca Bray, and the three of us set out on this journey.
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The first strategy we had was a bit wrong. Our business premise at the time was to follow the women's brands launched at Equinox, Core Power Yoga and other studio gyms that had products. We felt there was never anything interesting for men on the racks of any of these studios, so we felt we could sell into these studios and build a great little foundation for our business.
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And we quickly learned that men, even if they weren't willing to go to yoga in the first place, were definitely not willing to stick around and shop after class. We were swinging with the remaining dollars we had left and the clock was running out for us, so we decided to try an ecom-first strategy.
And that's when we started defining our growth, developing a relationship with a customer where we could learn from the customer – understand what they liked about the product, what they used it for, what didn't work for them. It was clear that they loved the product vibe, but they didn't connect with how we were telling the story of the brand, which was very much through this lens of men's yoga at the time.
So we started talking honestly about how the customer used the product, and what we heard over and over again was the versatility I was talking about. They loved how the product felt, how it fit, how they could use it across multiple aspects of their lives because it didn't have logos and big reflective details all over it.
And it was that versatility that we started talking about. We were really, really proud to have been one of the first men's brands to talk about versatility. Apart from e-commerce, what other channels did you use to grow the brand? Vuori has always embraced an omnichannel holistic strategy.
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