01/19/2025
Interesting read by Max Berlinger in the The New York Times about the rise of fashion startup Vuori. The article is a good reminder that startups don't always succeed the first time around, as Berlinger traces the winding road that Vuori's founder Joe Kudla took to arrive at its current place atop retail clothing consumers' mindshare. (As Christopher Carey of Stripes notes in the article, "Vuori has the highest net promoter score amongst its peers in the athleisure space.") It's also a great recent-history of the post-pandemic rise of athleisure and, increasingly, "workleisure."
The 10-year-old company has ridden the popularity of its tech pants to the top rungs of the athleisure market. But “it’s still early days,” Vuori’s founder says.
