Vuori is a California-based premium performance and lifestyle brand founded in 2015, recognised for its elevated activewear, exceptional comfort and modern coastal-inspired approach to performance apparel. Established by Joe Kudla in Encinitas, California, the brand was created with the vision of redefining traditional athletic wear by designing products that transition seamlessly between training, travel, leisure and everyday life. Inspired by the active Coastal California lifestyle, Vuori blends fitness, surf, sport and contemporary living into a new perspective on performance apparel.
A defining characteristic of Vuori is its balance of technical functionality, minimalist design and premium fabric innovation. The collections include activewear, loungewear, performance apparel, outerwear and versatile essentials for men and women. The brand is particularly known for its exceptionally soft fabrics, modern silhouettes and products designed to move effortlessly between athletic performance and everyday wear. Comfort, freedom of movement and timeless aesthetics remain central to Vuori’s design philosophy.
At the heart of the brand lies a holistic view of wellness and active living. Vuori defines performance not solely through athletic achievement, but through the integration of movement, wellbeing, nature and everyday experiences. The brand develops versatile apparel designed to support different aspects of modern life while maintaining a relaxed and effortless sense of style. This combination of technical innovation and laid-back California culture continues to shape Vuori’s identity and global appeal.
Alongside product innovation, Vuori continues to invest in more responsible manufacturing practices, durable materials and sustainability initiatives. As a Climate Neutral certified brand, the company is committed to reducing its environmental impact while developing long-term solutions for more responsible apparel production. Combining California lifestyle culture, technical innovation and contemporary design, Vuori represents a new generation of premium sportswear where performance, comfort and everyday versatility exist in balance.