Dive Brief:
- Vuori on Tuesday debuted a new technical fabric for women, BlissBlend, which is made from 75% recycled materials and stretches to mold to a customer’s shape, according to details emailed to Retail Dive.
- The fabric, which is moisture wicking and will be used in the AllTheFeels legging and bra styles, is made with a particular Lycra fiber that the brand says gives it a “barely-there” feeling. The leggings featuring the fabric have no side seams and are available in three lengths, while the bra is a scoop neck with lightweight support.
- To mark the launch, Vuori on Thursday is holding its first experiential consumer pop-up in the Chelsea neighborhood of New York City. The event will include a series of aura, art and wellness activations tied to the collection.
Dive Insight:
DTC athletics brand Vuori is expanding its assortment with the launch of the BlissBlend collection, which emphasizes softness and stretch, as well as a primarily recycled materials makeup.
The brand is not alone in pursuing softer and more sustainable materials in its clothing. Lululemon in April launched its first plant-based nylon shirts in pursuit of a goal to make all of its products with sustainable materials by 2030. Nike, too, released a new material called Forward in 2022, which is comprised of 70% recycled content by weight.
At the same time that Vuori’s new women’s fabric debuts, the brand is also adding to its men’s assortment with the launch of the Kore Jogger.
The new pant style takes inspiration from the brand’s first product, the Kore Short, which features a boxer liner and is pitched as a versatile, high-performing short. The jogger is likewise pegged as a product that works for the gym, outdoor activities, travel or other scenarios. Both the BlissBlend collection and the Kore Jogger are available in sizes XS to XXL. Vuori in June launched its first footwear line in partnership with Clae.
Vuori’s assortment expansion comes as the brand rapidly grows. In 2021, the retailer announced it would open 100 U.S. stores in five years after notching a $400 million investment from SoftBank. Since then, the athletics brand has expanded to a host of international countries, including Germany and Australia, and opened stores in locations ranging from New York City’s SoHo neighborhood to the Mall of America.
The brand’s C-suite has also evolved in the past couple of years. The retailer named its first chief operating officer and vice president of international in 2021, and brought on four top executives in April this year, including a new COO, a chief people officer, chief information officer and its first general counsel and corporate secretary.
Vouri founder and CEO Joe Kudla has previously told Retail Dive that the brand reached profitability in 2017, just two years after it launched, thanks in part to an early start with wholesale partners and a lack of reliance on early funding.
