Vuori Clothing was established in 2015 by Joe Kudla in Encinitas, California. It was born out of Kudla’s experiences as a surfer and yogi. He recognized a need in the activewear market for high-quality, versatile men’s clothing that could easily transition from workout to everyday life. The brand’s name, “Vuori,” is derived from the Finnish word for “mountain,” mirroring Kudla’s passion for climbing and the outdoors.

In its early years, Vuori concentrated on developing a men’s line that included shorts, pants, hoodies, and t-shirts, utilizing technical fabrics like stretch jerseys and moisture-wicking polyester. The brand smartly partnered with yoga studios and fitness boutiques, enhancing its visibility among active male consumers. This strategy generated significant word-of-mouth and social media buzz.

Vuori took a significant step in 2018 by venturing into women’s activewear, successfully appealing to a broader demographic and achieving an even distribution between men’s and women’s products. The brand also expanded its reach through wholesale, selling through prominent retailers like REI, Equinox, and Nordstrom.

Vuori operates over 30 stores and is in over 50 countries globally. Following a significant $400 million funding round in 2021, the company has plans to open an additional 100 stores shortly. As of 2023, Vuori is valued at over $4 billion, solidifying its position as a leader in the premium activewear market. Despite its growth and evolution, Vuori continues to adhere to its founding ethos, focusing on creating versatile, sustainable products that seamlessly fit into both workout and everyday life, a principle that remains at the brand’s core more than seven years after its inception.