“Fashion is a playground up until a certain age. But then you have to find your own signature and your own style.” – Nicolas Ghesquière
Activewear – built for adventure and movement, but stylish and formal enough to wear to work. Step forward Vuori.
With a mantra of ‘Live. Work. Play.’, Vuori takes inspiration from the active Southern Californian lifestyle – an integration of fitness, surf, yoga, life and apparently with some work interspersed in there as well. The men and women collections offer transitional clothing options as part of a functional wardrobe. From polos to button-down shirts and chino shorts to dresses and jump suits, Vuori clothing utilises premium fabrics with embedded technical properties to provide versatility through its clothing collection.
Bridging the gap between smart and sporty, the California-based clothing brand is for those who lead an active lifestyle but wish to do so in stylish comfort. Much loved by musician and actor Harry Styles, actor and director Ben Affleck, supermodel Kaia Gerber and American actress Anna Kendrick, Vuori was established by Joe Kudla in 2015 and launched in the UK in Spring 2022.
Stand out pieces from the men’s collection include the Meta Pant, Vuori’s take on the classic 5-pocket tailored chino that has been upgraded with a superior technical, stretch fabric and the Strato Tech Polo, billed as the softest piece of workout apparel on the planet. From the women’s collection, key pieces include their Performance Jogger with its slim but relaxed fit and slightly cropped leg, it comes in a variety of colours and the Halo Performance Crop, a cropped tank with built-in bra and removable cups, marketed as possibly the softest workout-to-weekend staple you’ll ever wear.
Vuori translates from Finnish as ‘mountain’ – a brand name that felt appropriate for the feeling when one reaches the top of a mountain. Vuori is built around the concept of investing in happiness to support everyday adventures. Beyond the concept though is serious material innovation and durability, a key component to the brands success and growing following.
Like many brands these days sustainability remains key to its manufacturing process. The brand is keen to highlight its commitment to utilising sustainable fabrics, such as recycled and organic materials, as well as reducing the use of plastics across its shipping and supply chain. In addition, Vuori also works with Climate Neutral, offsetting the brand’s carbon footprint through funding projects that help combat global warming.
As for what’s next on the UK launchpad, following the brand’s Spring e-commerce launch, Vuori plan to debut an international store in London, along with key retail partners. For those living in the UK, they may wish to adapt the brands mantra to Live. Work. Play. Shop.
For more information visit Vuori Clothing.
Edward Lumley is Editor-in-Chief for Of Wealth & Life and a Freelance Men’s Fashion Writer. Edward has written for publications such as FashionBeans, Harrods and a variety of online outlets specialising in Men’s fashion for the past eight years. Follow Edward on Instagram.
