Vuori

For shoppers who want activewear that works as easily for errands as for a workout, Vuori has built a strong reputation on soft, versatile pieces — which is part of why a 2024 funding round valued the company at over $5 billion. The appeal is everyday comfort and a relaxed California aesthetic rather than hardcore performance tech. If you live in athleisure and value how clothes feel and look off the gym floor, most fans consider it worth the spend.

They lean in different directions. Vuori is an American brand rooted in a relaxed, coastal California sensibility and started out focused on versatile men's activewear, prized for lifestyle comfort, while Lululemon is generally seen as more performance- and studio-oriented. If you want pieces that move seamlessly from a workout to the rest of your day, Vuori is the more lifestyle-minded pick.

Most wearers find Vuori sizing close to standard athletic sizing with a comfortable, slightly relaxed fit, so ordering your usual size is a safe starting point. If you are between sizes or prefer a more tailored look, opinions split between sizing up for room and down for a trimmer fit. The brand's own size chart is the most reliable guide when you are unsure.

Vuori is best known for soft, versatile athletic and athleisure clothing with an easygoing California feel — the kind of pieces you can train in and then live in. The brand launched with a focus on versatile men's activewear before expanding into broader lifestyle apparel for everyone.

Vuori was founded by Joe Kudla in 2015 as a retailer of athletic and athleisure clothing. Kudla began developing the concept in 2014, launched the brand the following year with a direct-to-consumer focus, and remains the company's founder and CEO with majority ownership.

Vuori means "mountain" in Finnish, chosen to reflect founder Joe Kudla's passion for mountain climbing. The name captures the brand's outdoorsy, movement-driven spirit and its roots on the California coast.

Vuori is an American brand headquartered in San Diego County, California, with its flagship store in the coastal town of Encinitas. That Southern California setting is central to the brand's relaxed, sun-and-surf identity.

Beyond its own stores and website, Vuori is sold at retailers including Nordstrom, REI and Equinox. It opened its first permanent store in Encinitas in 2016 and has since grown to dozens of US locations, with notable flagships in the SoHo neighborhood of Manhattan and on Regent Street in London.

Vuori was certified as a Climate Neutral brand, meaning it measured and offset its carbon emissions from product creation through delivery, though that certification has since expired. Sustainability has been part of the brand's positioning, so it is worth checking current details directly if eco-credentials are a deciding factor for you.

A great entry point is the brand's signature men's short, the Kore, which captures Vuori's do-everything philosophy of training-ready comfort that doubles as everyday wear. From there the line extends into joggers, tops and broader lifestyle apparel, but a versatile short is the most natural first taste of what the brand does best.

No. Vuori launched with a focus on versatile men's activewear, but it has since expanded into lifestyle apparel and other merchandise for a wider audience. So while its roots are in men's athleisure, the range today reaches well beyond that starting point.