Latest news with #DreamKnit
Miami Herald
23-05-2025
- Business
- Miami Herald
Vuori's secret recipe to take down Lululemon
There's a reason people can't stop touching Vuori's joggers in the store. It's not just the aesthetics or the fit (although those help). It's something far more fundamental, and most customers don't realize how rare it actually is in the apparel world. While most athletic brands start with trend boards and price-point grids, Vuori begins where almost no one else does: with fabric. Before there's a sketch or a product name, there's a material - and it's meticulously crafted from the ground up. Related: This Lululemon rival is thriving as trends take a turn And yes, it's the kind of fabric that makes you realize you've been absentmindedly rubbing your own thigh. I've caught myself doing it more than once, usually while writing or catching up on a show. There's something undeniably calming about the softness. It's the kind of feel that doesn't just happen. That "fabric-first" philosophy may sound subtle. But in an increasingly crowded athleisure space, it's helping Vuori do something brands like Lululemon and Alo haven't: build from the thread up. It's not a marketing gimmick - it's the brand's origin story. And now Vuori is pulling back the curtain on exactly how it works. Image source: Bloomberg/Getty Images In a brand video and design manifesto quietly released by Vuori, the company lays out its refreshingly simple approach: prioritize feel, not fashion forecasts. "Being 'fabric first' is much different than other brands," one designer says in the video. "They start with concept - we start with fabric." What sounds like a design detail is actually a smart business play. Vuori's unorthodox approach has helped it stand out in a category where discounting is common and price competition is intense. While most athletic brands rely on constant promotions, Vuori has managed to build brand loyalty around premium pricing and perceived quality. Related: Lululemon finally releases product customers begged for Instead of leaning on wholesale partnerships or chasing every trend cycle, Vuori has built a brand around quality, control, and a direct-to-consumer model that prioritizes long-term customer relationships over short-term sales spikes. The result? A business with real legs. Vuori is now valued at $5.5 billion, has the backing of SoftBank, and continues expanding into international markets. Analysts increasingly view the brand as a credible challenger to Lululemon's dominance - and one of the few names in athleisure with lasting power. Vuori's viral fabrics (DreamKnit and BlissBlend) aren't just soft. They're smart business. In an industry flooded with fast fashion and trend chasing, Vuori has created products that command loyalty and premium pricing. This material-driven strategy fuels more than comfort. It supports Vuori's ability to maintain strong margins, avoid constant markdowns, and build products with long shelf lives, both in closets and on shelves. That's rare in athleisure, a category where price wars and margin pressure are common. By leading with fabric and letting it guide product creation, Vuori has managed to scale while staying distinct. It's a strategy that reinforces its direct-to-consumer advantage, allowing the brand to tell a cohesive product story while protecting brand equity. Vuori is positioning itself for global expansion, omnichannel growth, and possibly even a future IPO. But it's not just joggers going viral - it's Vuori's ability to retain pricing power, scale DTC operations, and turn product hype into recurring revenue. By building from the fabric up, Vuori has built more than a clothing line. It's created a high-margin, buzzworthy business that may have Lululemon looking over its shoulder. Related: Gymshark customers furious after second drop disaster The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Miami Herald
11-05-2025
- Entertainment
- Miami Herald
This Lululemon rival is thriving as trends take a turn
Since I truly am in my hot-girl era, I've naturally added Pilates to my routine. When I'm on my mat - somewhere between focused intention and fighting for my life in a never-ending plank - I can't help but notice my clothes. Whether I'm picking a wedgie or adjusting the 18 straps on my sports bra, something always snaps me out of my zen just long enough to am I even wearing? Related: Lululemon fixes an embarrassing problem There's been a slow but undeniable shift, one I didn't fully realize until I caught myself mid-scroll, noticing how chill and comfy everyone looked. On fitness instructors, in boutique ads, even in line at the grocery store after a workout, the vibe has changed. What women are wearing to move It's not loud. It's not even being named. But it's there. And I've realized I'm part of it, too. Image source: Vuori Lately, I've been reaching for my Vuori sweatpants more than my once-beloved leggings. Something about them just feels better. It didn't happen overnight. But little by little, the vibe of fitness wear has started to evolve, and with it, the mood of movement itself. Scroll TikTok or walk into any boutique fitness space and it's clear: the perfectly curated workout sets and second-skin leggings are no longer the default. In their place? Something that looks more relaxed. Softer. Unbothered. It's a shift that mirrors other areas of fashion, where baggy jeans, boxy silhouettes, and laid-back staples have taken over runways and closets. But this isn't just about aesthetics. Related: Struggling sportswear brand makes bold retail store bet The rise of wellness culture brought with it a hyper-focus on body sculpting and "looking the part." But now, there's a growing rejection of that pressure. Women are choosing clothes that let them feel grounded, not scrutinized. Movement isn't about chasing a certain shape anymore. It's about presence, ease, and yes, still being stylish. This shift cracked the door open, and Vuori walked right through it. Built on softness and ease, the brand has transformed from one standout jogger to an entire wardrobe of elevated, low-effort essentials that just work. And when a shift this personal hits mainstream behavior, that's not a trend - it's a signal. While Lululemon (LULU) built an empire on sleek, sculpted silhouettes, Vuori's quiet success has been built on comfort-first design, rooted in its menswear beginnings. In November 2024, Vuori announced it had secured an $825 million investment led by General Atlantic and Stripes, pushing its valuation to $5.5 billion. The brand has been expanding rapidly, with plans to open 100 stores across the U.S. and international markets. According to Vuori, it's currently profitable and growing faster than much of the competition, thanks in part to its signature materials - DreamKnit and BlissBlend -known for softness and stretch that make standard activewear feel outdated. Vuori is capitalizing on changing consumer behavior before most legacy brands have even adjusted. In a market where even minor shifts in preference can spell major wins or losses, its positioning couldn't be more timely. And while my leggings will always have a place in my drawer, it's clear they're no longer the only option - or even the first one I reach for. Related: Veteran fund manager unveils eye-popping S&P 500 forecast The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
WIRED
12-04-2025
- Lifestyle
- WIRED
The Vuori Performance Joggers Are Everything a Pair of Sweatpants Should Be
These sweats strike the perfect balance between comfort and looks. Photograph: Vuori; GETTY IMAGES If you buy something using links in our stories, we may earn a commission. Learn more. I've always been a sweatpants and leggings girl. Maybe it's a hallmark of having worked from home for eight years and counting, or the burden I bear from being a millennial, but to me, blue jeans are an occassion pant. Even when I'm out in a skirt or dress, the second I get home, I'm putting on sweatpants. My favorite pair has been the Vuori Performance Joggers, ever since I first tried them back in 2020 for a now-defunct buying guide. These sweatpants have been beloved across the internet since then and probably before it. Influencers, reviewers, and redditors sing their praises. I'm not saying anything new. These pants have 4.8 out of 5 stars based on over 46,000 customer reviews. But if you haven't heard the gospel, please do yourself the courtesy of listening to me proselytize for just one moment. I know a ton of differently shaped people who love these sweatpants. I'm short and curvy, but friends and colleagues with different body types swear by these sweatpants. Be you tall or short, slim or thick, no matter your gender, your weight, or where you like to wear your loungewear, these'll work for you. They're like magic. Pants You Can Wear … Some people might think sweatpants are basic. How hard can it be to get it right? So perhaps my love for the Vuori Performance Joggers is best illustrated with details about what they don't get wrong. I spoke with Sarah Carlson, vice president of design at Vuori, to lift the curtain a bit. Let's start with the fabric. The Vuori's DreamKnit fabric is special. Carlson says it's made with advanced knitting techniques to promote a second-skin feel, and she says it is meant to 'provide a buttery-soft feel while delivering the durability and functionality needed for active lifestyles.' I'll be the first to admit I'm skeptical of any marketing claims, but these sweatpants genuinely are so soft and stretchy. DreamKnit is made with 89 percent recycled materials. It has four-way stretch, which keeps it flexible, and it's designed to keep you cool and dry. It's not too thin or too thick. If I wear these sweatpants in the fall, they keep me pretty warm. If I wear them in the summer, I don't get too hot. I can regulate my own body temperature. They're not aggressively lined or bulky or thick. They just work. In the winter, or on particularly windy days, they aren't the warmest, but that breathability is a feature and not a bug. Carlson says, "The initial concept for DreamKnit came from our desire to create a fabric that felt as good as it performed.' And it does! She adds that each iteration was wear-tested by athletes, yogis, and everyday users to get feedback on fit, feel, and functionality. Vuori also conducted lab tests to 'ensure the fabric could withstand repeated washing and activity without losing its shape or softness.' The slash pockets are thoughtfully designed, too, with enough depth that I can stash my phone, wallet, and other essentials inside—and, most importantly, nothing falls out when I sit down or shift around. This is a surprisingly common issue I've found while testing sweatpants. What's the point in a pocket if things don't stay inside it? Again, the Performance Joggers have pockets that work as intended. And they don't stick out or show an obvious outline while I walk around—another added benefit that other sweatpants haven't managed to achieve. Carlson says that 'fit is everything, and we spent countless hours perfecting the cut of the Performance Joggers. They're designed to be relaxed but not sloppy, with a tapered leg that flatters the body without restricting movement. The elastic waistband with an adjustable drawstring ensures a customizable, secure fit.' Even the drawstring is well designed. It doesn't slip too easily out of its sleeve, and it's not too thick or obvious. It's soft on my skin. It's flat and therefore easy to tie, and it stays tied throughout the day. I can adjust the sweatpants to sit high on my natural waist or sling them low around my hips. The drawstring doesn't create an obvious outline or get twisted up over time. It simply works as intended. … Anywhere And the length of the pants is just right. On my 5'1' frame, I don't find them to be too long or too short. But reviewers who are taller than me have said the same thing. Like I said—these are like magic. The actual inseam length is 25 inches. The sweatpants keep their shape throughout the day, and the cuff loosens imperceptibly if at all. The ankle cuff is tight enough to help the pants maintain their shape but not so tight that it pulls them down or restricts movement. And finally, the silhouette. Vuori suggests ordering a size up if you want an oversized fit. I wear my usual size, and I find that the pants are tight and loose in all the right places. They hug my hips and butt, they nip in my waist, and they're a little tight toward the ankles. The shape is downright flattering, and I feel just as comfy wearing them with a gigantic fleece-lined hoodie while lounging as I do pairing them with a bodysuit and some cute sneakers while going out or over my shorts to the gym. I've worn these to chill on the couch during the holidays at my parents' house. I've worn these while hanging out around the campfire. I've worn these to my favorite bar. I've worn these on a date. They just work. If you conjure a pair of sweatpants in your head, they'd probably be the Vuori Performance Joggers—whether or not you realize it yet. I appreciate the wide variety of colors (14 at press time) and sizes (XXS to XXL in Regular or Long lengths). I appreciate the way these hold up over time, maintaining their softness and shape over nearly five years of wear. But mostly, I appreciate that they absolutely nail everything a pair of comfy pants should be. They're expensive, but to me, they're worth every penny.
