Vuori

Founded 2015 · Encinitas, California, USA

Apparel & Footwear

#123

Global Rank

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Vuori launched in 2015 from Encinitas, California with a value proposition that resonated immediately with a specific demographic: affluent, active men (and later women) who wanted performance apparel that worked for workouts, casual wear, and everything in between without looking overly technical or gym-specific. The brand's aesthetic blends coastal California ease with athletic functionality, think premium fabrics, clean silhouettes, and versatile colorways that transition from yoga studio to coffee shop to golf course without wardrobe changes. Vuori's core products include joggers, shorts, performance polos, and hoodies built around proprietary fabric blends that prioritize comfort, stretch, and moisture management while maintaining a refined appearance. The brand grew rapidly through direct-to-consumer channels and strategic retail partnerships with Nordstrom and REI, cultivating a community around an active lifestyle rather than any single sport. Vuori's entry into golf has been organic rather than strategic, the brand doesn't market itself as golf apparel, but its performance polos and pants have been adopted by golfers, particularly younger players and those who reject traditional golf aesthetics. Vuori has appeared on PGA Tour players, often in practice rounds or off-course settings, and the brand has begun sponsoring golf content creators and athletes who align with its lifestyle positioning. The brand's pricing sits in the premium tier, polos run $78-98, pants $108-128, justified by fabric quality and versatility claims. Vuori competes less with traditional golf brands and more with Lululemon and Rhone in the athletic-lifestyle category, but its increasing visibility on golf courses reflects broader shifts in the sport: younger participants, relaxing dress codes, and a preference for apparel that serves multiple contexts rather than single-purpose performance gear.