Vuori Drops AllTheForm Leggings

Vuori's new BlissBlend Form™ fabric was engineered to provide the brand's signature buttery softness with increased compression for more intense workouts. The AllTheForm™ legging, made with this fabric, is designed for activities like training, cardio, and heated yoga, offering mid-level support. In contrast, the existing AllTheFeels™ legging utilizes Vuori's original BlissBlend™ fabric, which prioritizes a lightweight, barely-there feel with minimal compression. This makes it ideal for lower-impact activities such as yoga and lounging. The primary difference lies in the fabric's function: AllTheForm™ offers more muscle support for high-intensity training, while AllTheFeels™ focuses on unrestricted comfort. Founded in Encinitas, California, in 2015 by Joe Kudla, Vuori (pronounced vee-or-ee) was created to fill a gap in the men's activewear market for versatile, high-quality performance apparel. The brand's philosophy is "Built to Move in, Styled for Life," reflecting the active coastal California lifestyle. The name "Vuori" is Finnish for "mountain," symbolizing resilience and a connection to nature. Vuori has experienced significant growth, achieving profitability by 2017 and launching its women's line in 2018. A $400 million investment from SoftBank in 2021 valued the company at $4 billion. The brand is expanding its retail footprint globally, with plans to operate over 100 stores by the end of 2025. The brand has gained market share in the competitive athleisure space, alongside competitors like Lululemon and Alo Yoga. Data shows that Vuori shoppers are increasingly loyal, with a significant overlap of customers who also shop at Lululemon. The company has focused on a methodical growth strategy, emphasizing product quality and building a strong community connection.