Vuori, the California-based activewear brand, is launching a new collection called the Breathe Collection, designed specifically for high-intensity training. This collection is a natural evolution of the brand's performance-driven approach, focusing on creating lightweight and breathable clothing that can withstand intense workouts. The Breathe Collection features engineered perforation for maximum airflow, moisture-wicking fabrics, reduced cling, enhanced movement, and a soft handfeel. It includes the reimagined Kore Short, lighter and more breathable versions of the HardKore Short and Strato Tee, a hat, a vintage jean, a tank top, and a fitness jacket.
The collection's launch campaign stars NFL tight end Colston Loveland, who trained in the collection's clothing against a rugged, ranch landscape. The tagline, 'Breathe Through It,' emphasizes the collection's ability to keep up with intense training, especially in the heat. Loveland, who grew up on a ranch in Gooding, Idaho, appreciates the collection's lightweight and breathable design, which allows him to focus on his training without distraction.
Vuori's founder and CEO, Joe Kudla, believes that the Breathe Collection is a natural evolution of the brand's performance-driven approach. He sees an opportunity to create a product that can handle intensity and heat while still delivering the comfort and versatility that Vuori customers expect. This collection is a testament to Vuori's commitment to innovation and performance, building on the brand's success in the activewear market and expanding into new product categories.
Vuori's growth since its founding in 2015 has been remarkable, with a full men's and women's lifestyle collection now available in over 18 countries. The Breathe Collection is a strategic move that not only caters to the brand's existing customer base but also positions Vuori as a leader in performance-driven activewear, potentially attracting new athletes and fitness enthusiasts who prioritize both style and functionality.
