Vuori is turning its attention back to its roots.
The Encinitas, Calif-based brand, that got its start as a men’s activewear brand, will introduce a new collection designed specifically for high-intensity training.
Called the Breathe Collection, it is designed to be lightweight and breathable, yet withstand intense workouts. The pieces feature engineered perforation for maximum airflow, moisture-wicking fabrics, reduced cling and enhanced movement as well as a soft handfeel. The collection will reimagine the brand’s popular Kore Short by evolving it into a more performance-driven product. Lighter and more breathable options of the HardKore Short and Strato Tee will also be offered. Other pieces will include a hat, a vintage jean, a tank top and a fitness jacket.
“Breathe is a natural evolution of how we think about performance,” said Joe Kudla, founder and chief executive officer of Vuori. “We saw an opportunity to create a product that can handle intensity and heat, while still delivering the comfort and versatility our customers expect. It’s about designing for how people actually train today.”
The Breathe collection is designed for intense workouts.
Courtesy of Vuori
To introduce the collection, Vuori has tapped Colston Loveland, a tight end for the Chicago Bears, to star in the launch campaign. It was shot against a rugged, ranch landscape and features the athlete training through heat and recovery. The tag line is “Breathe Through It.”
“Training for me has always been about putting in the work — no matter the conditions,” Loveland said. “Growing up on a ranch in Gooding, Idaho, taught me that. This collection feels built for that. It’s lightweight, it breathes and it keeps up with how I train, especially in the heat. It just lets me focus on what matters.”
Kudla founded Vuori in 2015 and has since grown the brand into a full men’s and women’s lifestyle collection available in more than 18 countries.
