Latest news with #AloYoga
Graziadaily
3 hours ago
- Entertainment
- Graziadaily
Trust Me, These Trainers Will Be Everywhere Soon – Shop Before They Sell Out
Every stylish woman I know is an Alo Yoga fan. Truly, madly, deeply. For many chic celebs (including Kendall Jenner and Hailey Bieber), fashion editors and influencers, it's the ultimate activewear brand, offering the best of everything – from leggings and sports bras to loungewear sets. As it turns out, though, you can improve on perfection, and the brand's latest trainer launch is solid proof. Released this week, the Sunset Sneaker marks the brand's third foray into the sneakerverse. Where the previous Alo Runner and Recovery Mode trainers tapped into performance-based silhouettes, these trainers make for a more fashion-forward addition to the line-up. Leaning into the sleek silhouettes that have been reigning supreme through multiple seasons now (hello, Adidas Sambas and Puma Speedcats), the suede trainers hit all the right minimalist notes. ALO Sunset Sneaker From the Pilates studio to dinner dates, these sleek black trainers will seamlessly slot into any look. Sure, the most appealing thing about the Sunset trainers might be the streamlined silhouette, but that's not the only thing piquing our interest. Wrapped in buttery soft suede, the trainers sit on a recovery foam insole that prioritises comfort. Then there's the neutral colour palette and wide laces that add a timeless finish. And because no one likes those dreaded new-shoe blisters, the heel collar is padded. Available in classic black and beige, no matter which trainer you go for, you'll find that it goes with pretty much anything in your wardrobe. A coffee and croissant run? A weekend brunch with friends? Getting your steps in? Wherever the day is taking you, the Sunset trainers will keep you company. While they look brilliant with jeans, summer dresses, easy leggings and everything in between for a casual flair, I'd also pair them with my tailoring for a subtle contrast at the office. ALO Sunset Sneaker in Sandstone If you're on the hunt for a low-key trainer, this beige pair is perfectly fashion-forward and functional. ALO Runner Designed with a stabilising heel, impact-absorbing midsole, and breathable upper, the ALO Runner is an excellent running shoe. Available in five neutral, as well as six limited-edition pastel shades, you could also style the chunky trainers with your jeans for an off-duty flair. ALO Recovery Mode Sneaker With a more vintage skater silhouette, the Recovery Mode trainers are perfect for casual walks in the park. We love this navy/white limited edition colourway, but there are plenty of others to pick from to suit your style. Main image credits: Alo Yoga Hitanshi Kamdar is a senior commerce writer for Grazia. Hitanshi is always on the hunt for the latest trends, emerging designers and the internet's most bizarre style discourse. When not writing, she can be found IDing outfits during Netflix binges and shopping for the latest It-girl shoe trends.
Buzz Feed
20 hours ago
- Entertainment
- Buzz Feed
37 Fashion Pieces That'll Have You Feeling Fierce
A floral denim corset that'll pair perfectly with a cowboy hat. If you already saw Cowboy Carter and are missing the vibes, grab this and your boots and sing your heart out to "ll Hands ll Heaven." *Sobs*, Beyoncé, come back. 😭 Promising review: "I love this corset top! It provides excellent support and fits snugly without feeling restrictive. The craftsmanship is impressive, and the fabric is durable. Perfect for nights out or layered with casual looks. Definitely a fun, fashionable addition to my wardrobe!" —Good and badGet it from Amazon for $22.99+ (available in sizes XS–6XL and 26 colors). A *to die for* three-piece set including a bikini top, bottoms, and a mesh maxi coverup skirt for a full beach fit that'll absolutely eeeeatt. Go ahead and book that flight immediately. Get them from White Fox: the bikini top for $39.99 (available in sizes XS–XL and 49 colors/patterns), the bottoms for $34.99 (available in sizes XS–XL and 37 colors/patterns), and the mesh maxi coverup skirt for $54.99 (available in sizes XXS–XL and 13 colors/patterns). A spandex-blend slip maxi dress that could be the Skims version's distant, cheaper cousin. $20 > $80. Plus, no one will be able to tell the difference. A knotted skirt wrap with a tiger print that'll have you searching for any and every opportunity to wear it. I mean, it does deserve to be seen as much as possible. Get it from Micas for $32 (originally $40; available in one size fits most for plus sizes 0XL–4XL). An absolutely darling ruffled romper so adorable, if there were a fashion dictionary, they'd have a picture of this under "cutest romper ever." Promising review: "This romper is ideal for any occasion! Best part is that it does great in hot weather, and it can be dressed up or down. I was a little skeptical because I'm 5'0 tall and thought it wouldn't fit correctly. However, I was wrong and I'm ordering another color!*Update: I've ordered it again in a different color and I still absolutely love it!" —Jess and EvGet it from Amazon for $35.99+ (available in sizes XS–XL and 15 colors/patterns). A spaghetti strap top with a built-in bra that reviewers are comparing to its long-lost twin over at Alo Yoga. Long story short — messy divorce, Amazon, and Alo Yoga decided they'd each take one kid and never speak of the other. Kinda like that one Disney movie. Promising reviews: "I have had my eye on the Alo Yoga top for $51 and found this one on Amazon for a fraction of that!! Fits me perfectly. There are no pads, but I prefer that. It does come with cup inserts, but the material is thick enough that nothing shows. #founditonamazon." —Jessica"This top is a swap for the Alo Yoga top. They look exactly alike! The fabric is very soft and stretchy. These padding inserts are seamless and comfortable." —Amazon CustomerGet it from Amazon for $29.99+ (available in sizes S–XL and 12 colors). A knit halter dress that'll have everyone kinda nervous when you enter a room because you'll look like a bombshell entering the villa, coming to steal everybody's partner. Actually, I'm pretty sure I saw Clarke wear it in red in the episode where America ranked the islanders (and got it ALL WRONG, might I add, Clarked it 🤏🤏🤏). Promising review: "I purchased this dress for my vacation to Aruba. I absolutely love it. It's so soft and adjustable that it fits me perfectly. Say yes to this dress. I feel stunning in it." —Tammy vigilGet it from Amazon for $49.99 (available in sizes XS–XL and six colors). A backless bodysuit with the ever-so-popular scrunch butt look that'll have you staring at yourself in the mirror, trying not to drool at how dang good you look. You and everyone who sees you will be completely gagged. I have this and wear it everywhere — dance rehearsals, the gym, to run errands, literally any chance I get. It's so cute and v comfy and surprisingly, I mean, I have smaller boobs *but*, they don't pop out at dance classes or the gym, even with all the moving. It has removable pads so my boobies are supported and I can go braless no problem. It's squat-proof and *honorable mention* dance-proof. I did a four-hour rehearsal, and it didn't rip! Everyone wanted to know where I got it from. I need one in every review: "This bodysuit is absolutely the best, the material is strong and stretchy. It feels amazing and makes me look amazing. Definitely recommend getting several of these, I've bought two already." —Terri LewisGet it from Amazon for $12.34+ (available in sizes XS–XL and eight colors). An infinity cropped halter from Telfar because how can you not look at this and think of a billion outfit combos? 😍 Literally crafting mood boards in my head. Telfar is a Black-owned NYC-based unisex line founded in 2005 by Telfar Clemens with the tagline "Not for you, for everyone."*Be sure to check out the size chart to figure out your size! It's unisex sizes, so where I'd normally wear a large in bottoms and a medium in tops, I wear a small in bottoms and an extra small or small top with Telfar, depending on if I want it oversized or it from Telfar for $85 (available in unisex sizes S–XXL and three colors). A midi dress and cardigan set so stunning, you'll be stopped every five minutes with questions about where you got it. Rebdolls is a Latine- and woman-owned small biz that makes clothes with plenty of bold colors and fun it from Rebdolls for $79.90 (available in sizes S–5X and four colors). A waist chain, since you're all about the details. This is gonna look soooo hot all summer long, omg, send me the pics, bestie. Promising review: "I wanted to try out waist chains as they're so freaking cute. This exceeded my expectations. It's so cute, and such a pretty color. I picked silver cause I feel like it looks better on my skin tone. Product honestly looks just like the picture. I love how it fits so perfectly and how you can adjust the size accordingly. It's honestly way cuter than I expected. —Julianna it from Amazon for $9.99+ (available in three sizes and 12 styles). A darling halter maxi dress you'll wanna twirl around in all day. Twirl, honey, twirl, *Nene Leakes voice*. Promising review: "Went to a wedding and the dress fit perfectly. A lot of compliments." —Rolanda CharlesGet it from Amazon for $46.99 (available in sizes S–XL and four colors). A pair of high-waisted bell-bottoms with butterflies on 'em that def give Y2K vibes. Like, Raven Baxter probably had these in her closet. Promising review: "My new favorite pair of pants. I love love love these jeans. I have already received several compliments when wearing them. They are super cute and make me feel great! I love them so much that I bought the lighter pair, as well, even though I usually only wear dark colored jeans. So happy with this purchase!" —Breanna K LarsenGet them from Amazon for $28.79 (available in sizes S–3XL and 14 colors). A maxi dress that'll make you realize that your soulmate is actually a super hot, jaw-dropping maxi dress with a mesh bodice. Get it from White Fox for $84.99 (available in sizes XXS–XL and four colors). A halter bodysuit with a layered ruffle trim and an open back that'll have everyone ready to pull you for a chat. Oh, and peep Love Island UK's *iconic* bombshell Maura Higgins (season five) modeling. Promising review: "Show stopper! I felt so comfortable and confident. Fits like a dream. Buy it!" —Chloe it from Oh Polly for $120 (available in sizes XXS–XL and two colors). A backless butterfly maxi dress that'll for sure command the attention of the ENTIRE room. Kinda like when Cinderella (Brandy version) walked into the ball and the entire room stopped dancing to stare. Promising review: "This dress made me feel so sexyyyy! I love it, the material was A1 quality. I only wish it had tighter shoulder straps or a seamless adjustable strap, being that a bra can't be worn with this dress." —Styles By Proof_Get it from Amazon for $37.99 (available in sizes XS–L and three colors). A colorful knit bucket hat to spice up any boring 'fit. 'Nuff said. Promising review: "This hat is so freaking cute! I get so many compliments every time I wear it. It's big head-friendly, I've worn it over a wig and braids, and it was comfortable each time." —Trebion BembryGet it from Amazon for $19.99 (available in two colors). A simple halter top and ruched skirt because just when you thought you'd never fall in love again, this baddie walks into your life. Get them from Rebdolls: the top for $27.90 (available in sizes S–5X) and the skirt for $29.90 (available in sizes S–5X). A cutie halter top + matching pants that'll have you walking around with so much confidence, cuz as soon as you put this on, you'll be reminded that you're a total baddie. Get them from White Fox: the halter top for $59.99 (available in sizes XXS–L and three colors) and the matching pants for $69.99 (available in sizes XXS–XL and three colors). A strapless maxi dress with a stunning floral print that'll for sure turn heads. The devil on your shoulder won't need to do much convincing to get you to put this in your cart. Promising review: "This fitted maxi dress is a game changer! The high stretch material hugs my curves perfectly without being sheer, making me feel like an elegant goddess at every event." —B***oGet it from Micas for $48 (available in sizes XS–XL). A bodycon maxi dress you'll wanna wear on every summer vacay. It's perfect for an outdoor lunch or even to impersonate a famous pop star on a trip to Italy while Paolo tells you that "you shine with the light from the sun." Promising review: "It's stunning, breathtaking, and beautiful. It was love at first sight when I saw it. It's worth every penny! It makes you feel like a goddess! I got all the compliments! I'm definitely buying this dress in different prints. 🥰" —Kia HowardGet it from Amazon for $49.98+ (available in sizes XS–XXL and 12 colors). A Telfar logo hoodie with a cutout keyhole infinity loop that I swear is whispering in my ear *let me come home with you*, like, are you hearing it too? I mean, I'm trying to resist this, but it's low-key in my cart *bites finger*. It's seducing me. Get it from Telfar for $325 (available in unisex sizes S–XXL). A denim mini skirt that will definitely be so much cooler than the other jean skirts in your closet. The others you own will be *so* irritated by the clear favoritism. Promising review: "This fitted denim skirt is perfect! The quality is impressive, and it fits my figure beautifully." —M***sGet it from Micas for $60 (available in sizes XS–XL). A ruffled mini dress with ruching and a 3D floral appliqué that'll have you searching for mirrors everywhere you go to walk by and check yourself out in. Promising review: "I absolutely adore this summer mini dress! The slim fit hugs my curves perfectly while the high-stretch fabric feels so comfortable. My friends keep asking where I got it!" —A***rGet it from Micas for $52 (originally $55; available in sizes 0XL–3XL and two colors). A lacey corset top that'll quickly become the ✨star✨ of the show. The Beyoncé of your closet for sure. Promising review: "I honestly was skeptical about all the hype (I was obviously super intrigued, still) ,but this is easily one of my favorite finds on Amazon. The quality is better than expected, the lace is gorgeous in person, and the details are lovely all around. The lace is soft and not itchy, and the corset itself isn't terribly restrictive, but still offers support in the right places. I would say if you are in between sizes or have a bigger bust, go up one size to be safe. I am so tempted to buy more colors." —Jessica | Booked JGet it from Amazon for $26.99+ (available in sizes XS–XL and 14 colors). A tiered high-waisted maxi skirt with pockets (!!!) and a beaded drawstring for an effortlessly stylish look. Every one of your summer tops will want a turn to be paired with this. Promising review: "One of my favorite skirts I own, it's light enough but still doesn't show under the skirt. It also has pockets, which is very important to have when you have a lot to hold! Overall, well-made and would buy again!" —Jacquelyn WantlinGet it from Amazon for $30.39+ (available in sizes XS–XL and 16 colors). A boho jumpsuit you'll love so much it'll begin to invade your dreams like ~wear meeee, you know you want to~. Promising review: "LOVE THIS! The material feels good on your skin. It feels light and airy. Even though it's pants, they're light enough to wear during the summer without feeling hot. The fit is perfect. I wouldn't mind having this in other colors. I'm so happy with this purchase." —Nanette N BakerGet it from Amazon for $43.99 (available in sizes S–XXL and 13 colors). A plunging V-neck mini dress with an open back that'll be the first thing you pack every vacation, cuz you'll never wanna be on a trip without this cutie. Promising review: "This dress is exactly what I was looking for! We went to Florida for my 30th birthday, and I wanted something fun and beachy, but also something that I could wear again, and this dress hit the mark for sure! Super comfy, not too hot, and the perfect party dress!" —Heather HGet it from Amazon for $24.99+ (available in sizes XS–XXL and 18 patterns). A fabulous maxi dress because it literally looks like it'd be worn by Ariana Madix to the villa firepit to deliver the most chaotic news ever to the islanders. Cue the crash outs. Promising review: "My favorite clothing item. It's seriously perfect. I sized down and it was the right decision. Buy it if you're thinking about it!" —Lea it from Outcast for $84 (available in sizes XXS–XL). An adorable off-shoulder jumper with pockets that'll become your summer fave without even trying. Promising review: "This outfit was very comfortable and I loved how it fit me. Loved the material." —Mechellelee it from Rebdolls for $59.90 (available in sizes S–5X). A ruffled hem maxi dress that'll be your favorite 'fit to pack for vacation. Cute + pockets = a must-have. Promising review: "FINALLY! Long enough! I'm 5'7 and most 'maxi' dresses barely graze my ankles. This dress actually reaches the ground. Fabric is 100% poly and did not shrink with washing." —Susan BarnesGet it from Amazon for $32.99+ (available in sizes S–5XL and 25 colors). A ribbed bodycon midi dress because a little black dress always screams fierce. The adjustable ruching, the side slit, it's everything. 😍 Get it from Rebdolls for $49.90 (available in sizes S–5X). A chic two-piece set with a maxi skirt and cropped top that'll have you booking a flight to Greece immediately. This baby deserves to be seen around the world for sure. Promising review: "Just buy it, you'll see, this looks and feels very expensive like it's from a fancy boutique!! Fits perfectly, and don't let the 'cropped top' scare you, my tummy doesn't show one bit!! You can adjust the skirt to be a touch higher, like a high-waisted skirt, without compromising the look!! If you wanted your tummy to show, also an easy adjustment with the skirt waist height. A+." —EMMGet it from Amazon for $14.99+ (available in sizes S–XXL and 11 colors). A super cute cowboy hat you'll wear just so you can do-si-do on down to brunch in style. Get it from Princess Polly for $28. A denim corset maxi dress with a halter neck, frontline zipper, adjustable straps, ANNNND pockets! I'm sure this beauty will meet your cart very soon. Get it from Eloquii for $159.95 (available in sizes 14–28). A pair of rimless sunglasses because it's scientifically proven that you can't *not* feel fierce while wearing sunnies... Okay, I totally made that up, but throw on a pair of sunglasses and tell me you don't feel totally fabulous. Promising review: "Stylish must-have! I recently snagged a pair of Y2K Sunglasses, and they're my new obsession! These shades boast a chic Y2K-inspired design that's both trendy and comfortable. With lightweight frames and adjustable nose pads, they're perfect for all-day wear. Plus, they're incredibly versatile, complementing any outfit effortlessly. Made with quality materials, these sunglasses are durable and offer excellent UV protection. In summary, the Y2K Sunglasses are a stylish must-have accessory that adds flair to any look. Trust me, you won't regret adding them to your collection —PavlovGet it from Amazon for $16.99+ (available in five colors). A crossover crop top with keyhole cutouts that you'll surely get your money's worth out of, cuz once you put it on, you'll wanna wear it nonstop. Get it from Rebdolls for $34.90 (available in sizes S–5X). You at the pool in your Roberto Cavalli x Skims bikini and waist chains: Reviews have been edited for length and/or clarity.
Fashion Network
23-07-2025
- Business
- Fashion Network
The athleisure brands that make California vibrate
The athleisure market – the fusion between sportswear (athletic) and leisure clothing (leisure) – is worth some $150 billion in the United States in 2024 for the entire sportswear/lifestyle sector, a large part of which is related to athleisure. The cradle of athleisure, California – and more strongly Los Angeles and San Diego – has seen in recent years the birth of some success stories like Alo Yoga, Vuori, Set Active, Fabletics and even Beyond Yoga. A competitive and innovative market which is interested in retail, e-commerce, and also wholesale. highlights the brands that are dominating the market in California. Alo Yoga Founded in 2007 in Los Angeles by two childhood friends, Danny Harris and Marco DeGeorge, both yoga practitioners, Alo Yoga positions itself as an ethical and sustainable brand and relies from its beginnings on a community of influential yoga teachers on social networks. Alo quickly became popular thanks to his 'studio-to-street' style combining technical clothing and chic urban aesthetics. From 2018, the brand fully adopted its fashion shift by seducing ambassadors such as Kendall Jenner, Hailey Bieber and Taylor Swift, and confirmed its positioning as a premium fashion brand. Alo Moves, a digital fitness platform, followed. Result, in 2022, the company generated more than one billion dollars in revenue. Today, the brand has more than 130 stores around the world, including thirty abroad. Among them, the 'Alo Sanctuaries', originally virtual and immersive spaces, associate in physical spaces, yoga studios, shopping, and coffee with à la carte organic juice. The brand continues its global expansion and recently expanded in Asia by opening its first store in Seoul, in the Gangnam district. First shops have also been opened in Europe in recent months in Dublin and Amsterdam. Other openings are set to happen in Sao Paulo, Brazil. Lululemon Founded in Vancouver in 1998 by Chip Wilson, the brand Lululemon was born from the desire of its founder to create better fitting, high-performance apparel after experiencing yoga first hand. Its first boutique opened in 2000 in Vancouver and introduced fabrics like Luon, Nulu, Everlux, and Luxtreme, setting new standards in comfort and performance. From 2003, the brand has launched in the United States. Two years later, Lululemon added its collections for men, then accelerated its expansion by opening new stores in Canada, Europe, Australia, New Zealand and Asia. Over the years, the brand has expanded into new distribution segments by investing in particular tennis, golf, hiking, training and running. Today, Lululemon has 770 stores worldwide and is present in about twenty countries. The brand is notably accelerating its development in Europe, in the UK, Ireland, Germany, France, Spain, the Netherlands, Norway, Sweden and Switzerland. In July, Lululemon opened its first shop in Italy, in Milan and announced the launch of a series of activations with the local community. A "holistic" policy that includes partnerships with fitness studios, running clubs and a new ambassador program. The company expects 2025 net sales of between $11.15 and $11.3 billion. ASRV: three stores in California Founded in 2014 by Jay Barton, a 33-year-old entrepreneur from San Diego, the ASRV brand first launched online with slim jogging pants. Over the years the brand has built a high-performance collection with technological fabrics combined with a minimalist design. "We have come a long way since 2014, from a few select styles to the development of a full line of technical apparel. Workout clothing has been nothing short of transformative," explained Ethan Frame, ASRV's director of marketing and growth in an interview with "Now, we are dedicated to offering a wide range of innovative and performance-oriented clothing suitable for a range of training disciplines, from bodybuilding to marathon.' After the opening of a first store in Beverly Hills in March 2022, ASRV opened its second store in San Diego in 2023, followed by a third at the Americana in the Brand shopping center, in Glendale with Alo Yoga and Nike Collective as neighbors. A third store opened in Venice in 2024 but closed one year later. Partnered since 2023 with the gym club brand Equinox, ASRV today distributes its collections in more than 80 Equinox locations in the United States. Last year, the brand even introduced its first capsule collection for women. "The internationalization of the brand is on the horizon" declared Frame last year. 'We are actively exploring opportunities to make our products more accessible in the UK and Europe, with plans to potentially partner with selected high-end retailers in these regions.' Vuori Founded in 2015 in Encinitas, Southern California by Joe Kudla, a former climber, Vuori – which means "mountain" in Finnish – started online and became profitable two years later. Blending a relaxed Californian aesthetic inspired by surfing, yoga and the outdoors, comfortable, high-performance materials, and a sunny mindset with environmentally certified, neutral fabrics, the brand received $400 million in 2021 from SoftBank Vision Fund 2, valuing the company at $4 billion and allowing its expansion in international markets. At the end of 2024, additional investments of approximately $825 million from Genetal Atlantic and Stripes increased the valuation to $5.5 billion. In 2022, the brand opened its first store in Soho, New York, and expanded in London, Seoul, Shanghai, Mexico, Singapore, Hong Kong, Middle East with both e-commerce and brick-and-mortar stores. The location of some stores snear its main competitor, Lululemon, would contribute to its success. Today, the Vuori brand has more than 100 stores worldwide, including 80 located in the United States. The brand has notably set a goal of opening 100 stores in the United States by 2026 and wants to strengthen its physical presence in Asia, particularly in China and South Korea, and its digital presence in Europe next year. Athleta Athleta is a women's performance lifestyle brand founded in 1998 in Petaluma, California, the same year as Lululemon. At its origins, the brand was created to offer athletic clothing designed specifically for women, combining functional performance with stylish design, all sold online. In 2008, the brand was bought by the group Gap Inc. for around $150 million, which opened three years later its first brick-and-mortar store in San Francisco on Fillmore Street, marking its retail debut. The brand continues to develop, and gains in notoriety by sponsoring in 2019 athlete Allyson Felix and in 2021 gymnast Simon Biles, marking a partnership focused on empowering women and girls through sports. In 2020, Athleta opened its 200th store in the United States in Abington Township, Pennsylvania and added in 2022 a major multi-level store in Soho, New York. A year later, the brand launched in New York its new experimental series 'Move with Athleta' which included private fitness classes for influencers, product giveaway and live music. The concept was notably duplicated in Los Angeles, Miami and Boston. There are today 259 stores in the U.S., with California having the most stores with 32 locations. Fabletics The Fabletics brand was created in 2013 by entrepreneurs Adam Goldenberg, Don Ressler and Ginger Ressler, within the TechStyle Fashion Group, quickly joined by actress Kate Hudson who took over the creative direction. Their initial idea was to offer sportswear that is both stylish, technical and affordable, with an innovative model based on membership. With a monthly subscription concept, VIP members pay around $60 per month for access to exceptional discounts and personalized selections, allowing the brand to create a loyal and engaged community. A concept that pays off: in less than two years, the start-up is valued at more than one billion dollars. After the opening of a first store in New Jersey, Fabletics now has more than 90 stores worldwide and over 2 million VIP members. In California, the brand is notably present via a dozen shops, with locations in malls and shopping centers such as Del Amo Fashuon Center in Torrance, Brea Mall in Brea, Fashion Island in New Port Beach. The brand also announced for the first time to enter the wholesale market this year, notably in partnership with the department stores Nordstrom and Van Maur in the Mid-West. Finally, Fabletics is entering the international markets with partnerships signed with the department stores KaDeWe in Germany and Next in the UK. Fabletics also partnered with Liverpool, a Mexican omnichannel retail group. Set Active Former head of a social media startup in Los Angeles, Lindsey Carter founded the brand Set Active in 2018. Her idea was to propose a minimalist aesthetic with a Californian trend, monochrome and coordinated sets in neutral tones, designed to move effortlessly from sports to everyday life. The brand rapidly gained notoriety thanks to Tik Tok and Instagram through a meticulous strategy focusing on limited drops, occasional collaborations and highlighted by lifestyle and fitness influencers. Celebrities followed like Kaia Gerber and Hailey Bieber. While Set Active focused initially on leggings and bras, today it offers lounge clothing, sweats, basics, accessories and even products for the home. A universe to discover on-line and in its two physical shops. The first opened on Melrose Place in 2022, designed as an immersive experience around screen walls and touch zones to touch fabrics. The second one opened a year later on Bleecker Street, New York at the beginning of summer 2023, first in the form of a pop-up. Despite a controversy born a few weeks ago over statements made by Carter about ambition and work, her brand continues to grow. Set Active is estimated to generate approximately $20 million in annual revenue. Her recent resort collection even generated $1 million in sales within the first hour. Municipal Launched in summer 2020 by actor Mark Wahlberg and sports expert Harry Arnett, Municipal combines the best of modern street style with sporty performance, comfort and versatility. A positioning that is interested in many sports including training, gym workouts and daily movement. After the opening of a first shop "Municipal Pro Shop" at 8609 Melrose Avenue in West Hollywood, Municipal opened last November a second location in Oceanside, California. This last format combines retail, head office operations, a cafe by Urth Caffé, outdoor seating, hair salon and lounge so people can meet. The brand plans other openings under the format of the Pro Shop of West Hollywood and targets in particular cities like Las Vegas, Phoenix, Atlanta, Boston, New York and more. 20 more flagship stores should open in the next seven years. Particularity of the brand, its expansion into gym clubs with a goal of opening 50 locations in the next 10 years. The first one will open in 2026 in Summerlin, Las Vegas in partnership with Eōs Fitness. The brand should also launch its membership program within a few days. Beyond Yoga Founded in 2005 by Jodi Guber Brufsky, daughter of the legendary musician Peter Guber, Beyong Yoga began as a brand rooted in authentic well-being, inclusivity, body positivity and ethical production with all pieces made in the United States, mainly in Los Angeles. Over time, Beyong Yoga has expanded from yoga equipment to everyday comfort clothing: leggings, bras, maternity wear and loungewear. In 2021, the brand is acquired by Levi Strauss & Co, marking the first step of the company into the premium sportswear space. In the wake, Beyong Yoga opened its first retail store in Santa Monica, a comfortable and bright space. Today, the brand has five stores located in California, in Los Angeles, Santa Monica, or even Culver City, two others in Chicago and Seattle. The last one in Greenwich, Connecticut opened in May this year. Other opening projects are also announced in Boston and Marin, California. Beyond Yoga is also present in the wholesale market with more than 1,200 sales stockists worldwide, especially fitness studios and hotels like Four Seasons. With the recent appointment of Nancy Green as new CEO, the Beyond Yoga brand launched other activations including the Beyond Club in New York, its very first experiential and retail pop-up that offered a mix of wellness classes, workshops and exclusive experiences of the brand. The brand also launched its first Tik Tok store, becoming the first brand of Levi Strauss & Co. to have a showcase on the platform, allowing the brand to reach a new audience. Beyond Yoga's sales for the fiscal year of Levi Strauss & Co ended on December 1, 2024 were $131.1 million, representing a 13.1% year-over-year increase.
Fashion Network
23-07-2025
- Business
- Fashion Network
The athleisure brands that make California vibrate
The athleisure market – the fusion between sportswear (athletic) and leisure clothing (leisure) – is worth some $150 billion in the United States in 2024 for the entire sportswear/lifestyle sector, a large part of which is related to athleisure. The cradle of athleisure, California – and more strongly Los Angeles and San Diego – has seen in recent years the birth of some success stories like Alo Yoga, Vuori, Set Active, Fabletics and even Beyond Yoga. A competitive and innovative market which is interested in retail, e-commerce, and also wholesale. highlights the brands that are dominating the market in California. Alo Yoga Founded in 2007 in Los Angeles by two childhood friends, Danny Harris and Marco DeGeorge, both yoga practitioners, Alo Yoga positions itself as an ethical and sustainable brand and relies from its beginnings on a community of influential yoga teachers on social networks. Alo quickly became popular thanks to his 'studio-to-street' style combining technical clothing and chic urban aesthetics. From 2018, the brand fully adopted its fashion shift by seducing ambassadors such as Kendall Jenner, Hailey Bieber and Taylor Swift, and confirmed its positioning as a premium fashion brand. Alo Moves, a digital fitness platform, followed. Result, in 2022, the company generated more than one billion dollars in revenue. Today, the brand has more than 130 stores around the world, including thirty abroad. Among them, the 'Alo Sanctuaries', originally virtual and immersive spaces, associate in physical spaces, yoga studios, shopping, and coffee with à la carte organic juice. The brand continues its global expansion and recently expanded in Asia by opening its first store in Seoul, in the Gangnam district. First shops have also been opened in Europe in recent months in Dublin and Amsterdam. Other openings are set to happen in Sao Paulo, Brazil. Lululemon Founded in Vancouver in 1998 by Chip Wilson, the brand Lululemon was born from the desire of its founder to create better fitting, high-performance apparel after experiencing yoga first hand. Its first boutique opened in 2000 in Vancouver and introduced fabrics like Luon, Nulu, Everlux, and Luxtreme, setting new standards in comfort and performance. From 2003, the brand has launched in the United States. Two years later, Lululemon added its collections for men, then accelerated its expansion by opening new stores in Canada, Europe, Australia, New Zealand and Asia. Over the years, the brand has expanded into new distribution segments by investing in particular tennis, golf, hiking, training and running. Today, Lululemon has 770 stores worldwide and is present in about twenty countries. The brand is notably accelerating its development in Europe, in the UK, Ireland, Germany, France, Spain, the Netherlands, Norway, Sweden and Switzerland. In July, Lululemon opened its first shop in Italy, in Milan and announced the launch of a series of activations with the local community. A "holistic" policy that includes partnerships with fitness studios, running clubs and a new ambassador program. The company expects 2025 net sales of between $11.15 and $11.3 billion. ASRV: three stores in California Founded in 2014 by Jay Barton, a 33-year-old entrepreneur from San Diego, the ASRV brand first launched online with slim jogging pants. Over the years the brand has built a high-performance collection with technological fabrics combined with a minimalist design. "We have come a long way since 2014, from a few select styles to the development of a full line of technical apparel. Workout clothing has been nothing short of transformative," explained Ethan Frame, ASRV's director of marketing and growth in an interview with "Now, we are dedicated to offering a wide range of innovative and performance-oriented clothing suitable for a range of training disciplines, from bodybuilding to marathon.' After the opening of a first store in Beverly Hills in March 2022, ASRV opened its second store in San Diego in 2023, followed by a third at the Americana in the Brand shopping center, in Glendale with Alo Yoga and Nike Collective as neighbors. A third store opened in Venice in 2024 but closed one year later. Partnered since 2023 with the gym club brand Equinox, ASRV today distributes its collections in more than 80 Equinox locations in the United States. Last year, the brand even introduced its first capsule collection for women. "The internationalization of the brand is on the horizon" declared Frame last year. 'We are actively exploring opportunities to make our products more accessible in the UK and Europe, with plans to potentially partner with selected high-end retailers in these regions.' Vuori Founded in 2015 in Encinitas, Southern California by Joe Kudla, a former climber, Vuori – which means "mountain" in Finnish – started online and became profitable two years later. Blending a relaxed Californian aesthetic inspired by surfing, yoga and the outdoors, comfortable, high-performance materials, and a sunny mindset with environmentally certified, neutral fabrics, the brand received $400 million in 2021 from SoftBank Vision Fund 2, valuing the company at $4 billion and allowing its expansion in international markets. At the end of 2024, additional investments of approximately $825 million from Genetal Atlantic and Stripes increased the valuation to $5.5 billion. In 2022, the brand opened its first store in Soho, New York, and expanded in London, Seoul, Shanghai, Mexico, Singapore, Hong Kong, Middle East with both e-commerce and brick-and-mortar stores. The location of some stores snear its main competitor, Lululemon, would contribute to its success. Today, the Vuori brand has more than 100 stores worldwide, including 80 located in the United States. The brand has notably set a goal of opening 100 stores in the United States by 2026 and wants to strengthen its physical presence in Asia, particularly in China and South Korea, and its digital presence in Europe next year. Athleta Athleta is a women's performance lifestyle brand founded in 1998 in Petaluma, California, the same year as Lululemon. At its origins, the brand was created to offer athletic clothing designed specifically for women, combining functional performance with stylish design, all sold online. In 2008, the brand was bought by the group Gap Inc. for around $150 million, which opened three years later its first brick-and-mortar store in San Francisco on Fillmore Street, marking its retail debut. The brand continues to develop, and gains in notoriety by sponsoring in 2019 athlete Allyson Felix and in 2021 gymnast Simon Biles, marking a partnership focused on empowering women and girls through sports. In 2020, Athleta opened its 200th store in the United States in Abington Township, Pennsylvania and added in 2022 a major multi-level store in Soho, New York. A year later, the brand launched in New York its new experimental series 'Move with Athleta' which included private fitness classes for influencers, product giveaway and live music. The concept was notably duplicated in Los Angeles, Miami and Boston. There are today 259 stores in the U.S., with California having the most stores with 32 locations. Fabletics The Fabletics brand was created in 2013 by entrepreneurs Adam Goldenberg, Don Ressler and Ginger Ressler, within the TechStyle Fashion Group, quickly joined by actress Kate Hudson who took over the creative direction. Their initial idea was to offer sportswear that is both stylish, technical and affordable, with an innovative model based on membership. With a monthly subscription concept, VIP members pay around $60 per month for access to exceptional discounts and personalized selections, allowing the brand to create a loyal and engaged community. A concept that pays off: in less than two years, the start-up is valued at more than one billion dollars. After the opening of a first store in New Jersey, Fabletics now has more than 90 stores worldwide and over 2 million VIP members. In California, the brand is notably present via a dozen shops, with locations in malls and shopping centers such as Del Amo Fashuon Center in Torrance, Brea Mall in Brea, Fashion Island in New Port Beach. The brand also announced for the first time to enter the wholesale market this year, notably in partnership with the department stores Nordstrom and Van Maur in the Mid-West. Finally, Fabletics is entering the international markets with partnerships signed with the department stores KaDeWe in Germany and Next in the UK. Fabletics also partnered with Liverpool, a Mexican omnichannel retail group. Set Active Former head of a social media startup in Los Angeles, Lindsey Carter founded the brand Set Active in 2018. Her idea was to propose a minimalist aesthetic with a Californian trend, monochrome and coordinated sets in neutral tones, designed to move effortlessly from sports to everyday life. The brand rapidly gained notoriety thanks to Tik Tok and Instagram through a meticulous strategy focusing on limited drops, occasional collaborations and highlighted by lifestyle and fitness influencers. Celebrities followed like Kaia Gerber and Hailey Bieber. While Set Active focused initially on leggings and bras, today it offers lounge clothing, sweats, basics, accessories and even products for the home. A universe to discover on-line and in its two physical shops. The first opened on Melrose Place in 2022, designed as an immersive experience around screen walls and touch zones to touch fabrics. The second one opened a year later on Bleecker Street, New York at the beginning of summer 2023, first in the form of a pop-up. Despite a controversy born a few weeks ago over statements made by Carter about ambition and work, her brand continues to grow. Set Active is estimated to generate approximately $20 million in annual revenue. Her recent resort collection even generated $1 million in sales within the first hour. Municipal Launched in summer 2020 by actor Mark Wahlberg and sports expert Harry Arnett, Municipal combines the best of modern street style with sporty performance, comfort and versatility. A positioning that is interested in many sports including training, gym workouts and daily movement. After the opening of a first shop "Municipal Pro Shop" at 8609 Melrose Avenue in West Hollywood, Municipal opened last November a second location in Oceanside, California. This last format combines retail, head office operations, a cafe by Urth Caffé, outdoor seating, hair salon and lounge so people can meet. The brand plans other openings under the format of the Pro Shop of West Hollywood and targets in particular cities like Las Vegas, Phoenix, Atlanta, Boston, New York and more. 20 more flagship stores should open in the next seven years. Particularity of the brand, its expansion into gym clubs with a goal of opening 50 locations in the next 10 years. The first one will open in 2026 in Summerlin, Las Vegas in partnership with Eōs Fitness. The brand should also launch its membership program within a few days. Beyond Yoga Founded in 2005 by Jodi Guber Brufsky, daughter of the legendary musician Peter Guber, Beyong Yoga began as a brand rooted in authentic well-being, inclusivity, body positivity and ethical production with all pieces made in the United States, mainly in Los Angeles. Over time, Beyong Yoga has expanded from yoga equipment to everyday comfort clothing: leggings, bras, maternity wear and loungewear. In 2021, the brand is acquired by Levi Strauss & Co, marking the first step of the company into the premium sportswear space. In the wake, Beyong Yoga opened its first retail store in Santa Monica, a comfortable and bright space. Today, the brand has five stores located in California, in Los Angeles, Santa Monica, or even Culver City, two others in Chicago and Seattle. The last one in Greenwich, Connecticut opened in May this year. Other opening projects are also announced in Boston and Marin, California. Beyond Yoga is also present in the wholesale market with more than 1,200 sales stockists worldwide, especially fitness studios and hotels like Four Seasons. With the recent appointment of Nancy Green as new CEO, the Beyond Yoga brand launched other activations including the Beyond Club in New York, its very first experiential and retail pop-up that offered a mix of wellness classes, workshops and exclusive experiences of the brand. The brand also launched its first Tik Tok store, becoming the first brand of Levi Strauss & Co. to have a showcase on the platform, allowing the brand to reach a new audience. Beyond Yoga's sales for the fiscal year of Levi Strauss & Co ended on December 1, 2024 were $131.1 million, representing a 13.1% year-over-year increase.
Fashion Network
23-07-2025
- Business
- Fashion Network
The athleisure brands that make California vibrate
The athleisure market – the fusion between sportswear (athletic) and leisure clothing (leisure) – is worth some $150 billion in the United States in 2024 for the entire sportswear/lifestyle sector, a large part of which is related to athleisure. The cradle of athleisure, California – and more strongly Los Angeles and San Diego – has seen in recent years the birth of some success stories like Alo Yoga, Vuori, Set Active, Fabletics and even Beyond Yoga. A competitive and innovative market which is interested in retail, e-commerce, and also wholesale. highlights the brands that are dominating the market in California. Alo Yoga Founded in 2007 in Los Angeles by two childhood friends, Danny Harris and Marco DeGeorge, both yoga practitioners, Alo Yoga positions itself as an ethical and sustainable brand and relies from its beginnings on a community of influential yoga teachers on social networks. Alo quickly became popular thanks to his 'studio-to-street' style combining technical clothing and chic urban aesthetics. From 2018, the brand fully adopted its fashion shift by seducing ambassadors such as Kendall Jenner, Hailey Bieber and Taylor Swift, and confirmed its positioning as a premium fashion brand. Alo Moves, a digital fitness platform, followed. Result, in 2022, the company generated more than one billion dollars in revenue. Today, the brand has more than 130 stores around the world, including thirty abroad. Among them, the 'Alo Sanctuaries', originally virtual and immersive spaces, associate in physical spaces, yoga studios, shopping, and coffee with à la carte organic juice. The brand continues its global expansion and recently expanded in Asia by opening its first store in Seoul, in the Gangnam district. First shops have also been opened in Europe in recent months in Dublin and Amsterdam. Other openings are set to happen in Sao Paulo, Brazil. Lululemon Founded in Vancouver in 1998 by Chip Wilson, the brand Lululemon was born from the desire of its founder to create better fitting, high-performance apparel after experiencing yoga first hand. Its first boutique opened in 2000 in Vancouver and introduced fabrics like Luon, Nulu, Everlux, and Luxtreme, setting new standards in comfort and performance. From 2003, the brand has launched in the United States. Two years later, Lululemon added its collections for men, then accelerated its expansion by opening new stores in Canada, Europe, Australia, New Zealand and Asia. Over the years, the brand has expanded into new distribution segments by investing in particular tennis, golf, hiking, training and running. Today, Lululemon has 770 stores worldwide and is present in about twenty countries. The brand is notably accelerating its development in Europe, in the UK, Ireland, Germany, France, Spain, the Netherlands, Norway, Sweden and Switzerland. In July, Lululemon opened its first shop in Italy, in Milan and announced the launch of a series of activations with the local community. A "holistic" policy that includes partnerships with fitness studios, running clubs and a new ambassador program. The company expects 2025 net sales of between $11.15 and $11.3 billion. ASRV: three stores in California Founded in 2014 by Jay Barton, a 33-year-old entrepreneur from San Diego, the ASRV brand first launched online with slim jogging pants. Over the years the brand has built a high-performance collection with technological fabrics combined with a minimalist design. "We have come a long way since 2014, from a few select styles to the development of a full line of technical apparel. Workout clothing has been nothing short of transformative," explained Ethan Frame, ASRV's director of marketing and growth in an interview with "Now, we are dedicated to offering a wide range of innovative and performance-oriented clothing suitable for a range of training disciplines, from bodybuilding to marathon.' After the opening of a first store in Beverly Hills in March 2022, ASRV opened its second store in San Diego in 2023, followed by a third at the Americana in the Brand shopping center, in Glendale with Alo Yoga and Nike Collective as neighbors. A third store opened in Venice in 2024 but closed one year later. Partnered since 2023 with the gym club brand Equinox, ASRV today distributes its collections in more than 80 Equinox locations in the United States. Last year, the brand even introduced its first capsule collection for women. "The internationalization of the brand is on the horizon" declared Frame last year. 'We are actively exploring opportunities to make our products more accessible in the UK and Europe, with plans to potentially partner with selected high-end retailers in these regions.' Vuori Founded in 2015 in Encinitas, Southern California by Joe Kudla, a former climber, Vuori – which means "mountain" in Finnish – started online and became profitable two years later. Blending a relaxed Californian aesthetic inspired by surfing, yoga and the outdoors, comfortable, high-performance materials, and a sunny mindset with environmentally certified, neutral fabrics, the brand received $400 million in 2021 from SoftBank Vision Fund 2, valuing the company at $4 billion and allowing its expansion in international markets. At the end of 2024, additional investments of approximately $825 million from Genetal Atlantic and Stripes increased the valuation to $5.5 billion. In 2022, the brand opened its first store in Soho, New York, and expanded in London, Seoul, Shanghai, Mexico, Singapore, Hong Kong, Middle East with both e-commerce and brick-and-mortar stores. The location of some stores snear its main competitor, Lululemon, would contribute to its success. Today, the Vuori brand has more than 100 stores worldwide, including 80 located in the United States. The brand has notably set a goal of opening 100 stores in the United States by 2026 and wants to strengthen its physical presence in Asia, particularly in China and South Korea, and its digital presence in Europe next year. Athleta Athleta is a women's performance lifestyle brand founded in 1998 in Petaluma, California, the same year as Lululemon. At its origins, the brand was created to offer athletic clothing designed specifically for women, combining functional performance with stylish design, all sold online. In 2008, the brand was bought by the group Gap Inc. for around $150 million, which opened three years later its first brick-and-mortar store in San Francisco on Fillmore Street, marking its retail debut. The brand continues to develop, and gains in notoriety by sponsoring in 2019 athlete Allyson Felix and in 2021 gymnast Simon Biles, marking a partnership focused on empowering women and girls through sports. In 2020, Athleta opened its 200th store in the United States in Abington Township, Pennsylvania and added in 2022 a major multi-level store in Soho, New York. A year later, the brand launched in New York its new experimental series 'Move with Athleta' which included private fitness classes for influencers, product giveaway and live music. The concept was notably duplicated in Los Angeles, Miami and Boston. There are today 259 stores in the U.S., with California having the most stores with 32 locations. Fabletics The Fabletics brand was created in 2013 by entrepreneurs Adam Goldenberg, Don Ressler and Ginger Ressler, within the TechStyle Fashion Group, quickly joined by actress Kate Hudson who took over the creative direction. Their initial idea was to offer sportswear that is both stylish, technical and affordable, with an innovative model based on membership. With a monthly subscription concept, VIP members pay around $60 per month for access to exceptional discounts and personalized selections, allowing the brand to create a loyal and engaged community. A concept that pays off: in less than two years, the start-up is valued at more than one billion dollars. After the opening of a first store in New Jersey, Fabletics now has more than 90 stores worldwide and over 2 million VIP members. In California, the brand is notably present via a dozen shops, with locations in malls and shopping centers such as Del Amo Fashuon Center in Torrance, Brea Mall in Brea, Fashion Island in New Port Beach. The brand also announced for the first time to enter the wholesale market this year, notably in partnership with the department stores Nordstrom and Van Maur in the Mid-West. Finally, Fabletics is entering the international markets with partnerships signed with the department stores KaDeWe in Germany and Next in the UK. Fabletics also partnered with Liverpool, a Mexican omnichannel retail group. Set Active Former head of a social media startup in Los Angeles, Lindsey Carter founded the brand Set Active in 2018. Her idea was to propose a minimalist aesthetic with a Californian trend, monochrome and coordinated sets in neutral tones, designed to move effortlessly from sports to everyday life. The brand rapidly gained notoriety thanks to Tik Tok and Instagram through a meticulous strategy focusing on limited drops, occasional collaborations and highlighted by lifestyle and fitness influencers. Celebrities followed like Kaia Gerber and Hailey Bieber. While Set Active focused initially on leggings and bras, today it offers lounge clothing, sweats, basics, accessories and even products for the home. A universe to discover on-line and in its two physical shops. The first opened on Melrose Place in 2022, designed as an immersive experience around screen walls and touch zones to touch fabrics. The second one opened a year later on Bleecker Street, New York at the beginning of summer 2023, first in the form of a pop-up. Despite a controversy born a few weeks ago over statements made by Carter about ambition and work, her brand continues to grow. Set Active is estimated to generate approximately $20 million in annual revenue. Her recent resort collection even generated $1 million in sales within the first hour. Municipal Launched in summer 2020 by actor Mark Wahlberg and sports expert Harry Arnett, Municipal combines the best of modern street style with sporty performance, comfort and versatility. A positioning that is interested in many sports including training, gym workouts and daily movement. After the opening of a first shop "Municipal Pro Shop" at 8609 Melrose Avenue in West Hollywood, Municipal opened last November a second location in Oceanside, California. This last format combines retail, head office operations, a cafe by Urth Caffé, outdoor seating, hair salon and lounge so people can meet. The brand plans other openings under the format of the Pro Shop of West Hollywood and targets in particular cities like Las Vegas, Phoenix, Atlanta, Boston, New York and more. 20 more flagship stores should open in the next seven years. Particularity of the brand, its expansion into gym clubs with a goal of opening 50 locations in the next 10 years. The first one will open in 2026 in Summerlin, Las Vegas in partnership with Eōs Fitness. The brand should also launch its membership program within a few days. Beyond Yoga Founded in 2005 by Jodi Guber Brufsky, daughter of the legendary musician Peter Guber, Beyong Yoga began as a brand rooted in authentic well-being, inclusivity, body positivity and ethical production with all pieces made in the United States, mainly in Los Angeles. Over time, Beyong Yoga has expanded from yoga equipment to everyday comfort clothing: leggings, bras, maternity wear and loungewear. In 2021, the brand is acquired by Levi Strauss & Co, marking the first step of the company into the premium sportswear space. In the wake, Beyong Yoga opened its first retail store in Santa Monica, a comfortable and bright space. Today, the brand has five stores located in California, in Los Angeles, Santa Monica, or even Culver City, two others in Chicago and Seattle. The last one in Greenwich, Connecticut opened in May this year. Other opening projects are also announced in Boston and Marin, California. Beyond Yoga is also present in the wholesale market with more than 1,200 sales stockists worldwide, especially fitness studios and hotels like Four Seasons. With the recent appointment of Nancy Green as new CEO, the Beyond Yoga brand launched other activations including the Beyond Club in New York, its very first experiential and retail pop-up that offered a mix of wellness classes, workshops and exclusive experiences of the brand. The brand also launched its first Tik Tok store, becoming the first brand of Levi Strauss & Co. to have a showcase on the platform, allowing the brand to reach a new audience. Beyond Yoga's sales for the fiscal year of Levi Strauss & Co ended on December 1, 2024 were $131.1 million, representing a 13.1% year-over-year increase.
