Encinitas-based athleisure brand Vuori is making its way to San Jose’s Santana Row. Founded in 2015 by surfer and former Dolce & Gabbana model Joe Kudla, the brand originally only sold men’s athletic clothing. A few (okay, more than a few) Instagram ads later, Vuori was making athletic and athleisure wear for all genders and activities, opened a handful of California storefronts, and started selling its clothes in over 1000 stores across the country, including REI and Nordstrom.
For those still new to athleisure (have you been living under a rock?), Vuori is sort of like Lululemon’s cooler, younger sister who actually surfs, while Lulu only brought the board to the beach for the photo op. The clothes are buttery soft and casually sleek, the kind you can throw on when you don’t want to think about what matches with what and still look effortlessly cool.
But be warned, if you dress yourself head-to-toe in Vuori (which you can, and should) people will stop and ask you what you’re wearing, and where they can buy it, and if they can feel the inside of your sweater sleeves. When that happens, make sure you pronounce the name right (it’s vee-or-ee), and then direct them towards Santana Row, where, according to Hoodline, Vuori should be opening its new storefront by June.
