The Vuori Origin Story
Joe Kudla had been raised in southern California’s surf culture, where he’d through himself into team sports such as football and lacrosse, before moving to the world’s fashion capital – Milan, Italy – for a modelling career. In his own words, he’d spent “a lifetime beating up my body”. But when he turned to yoga to heal his back, he was appalled to find the gear lacked both style and comfort – especially the men’s ranges. Vuori was created to be a “new take on activewear, brining in an almost surg-inspired DNA into performance,” with an upbeat message of healthy, active living.