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Dive Brief:
Vuori is debuting its first women’s denim collection, the apparel brand said in an email on Wednesday. The retailer already sold men’s denim.
The capsule collection features two styles: the vintage wide-leg jean and the vintage oversized denim jacket in bone and light indigo washes, according to the announcement. Vuori’s men’s and women’s jeans are both priced at $198, while the women’s denim jacket costs $188.
The company blended custom premium denim with Tencel lyocell to create a soft, lightweight fabric that stretches and mimics the vintage look, the company said.
Dive Insight:
Vuori’s denim expansion is part of a trend of activewear brands expanding beyond the category.
Indeed, fellow activewear company Fabletics unveiled its first denim collection earlier this month. That effort, geared at both men and women, features 11 styles with varying levels of stretch, washes and inseam lengths. The company priced the collection at $109.95 to $174.95 for regular customers and between $79.95 and $119.95 for its VIP members.
Vuori previously ventured into men’s denim, with initial reviews featuring some complaints that the products were ill-fitting and too heavy. Vuori’s women’s jean collection has been washed and hand-finished for a comfortable feel, the brand said in its announcement.
“Thoughtful details, including a signature ‘V’ bartack, square leather patch, and hidden story label, make the collection distinctly Vuori,” the company said in details emailed to Retail Dive. “The jean offers a flattering, versatile fit designed for everyday movement, styled effortlessly on its own or paired with the jacket for a modern denim-on-denim look.”
In addition to broadening its assortment, Vuori has also been plotting its global expansion. Last summer, the company shared plans to open its first stores in Seoul, South Korea, and Beijing. The athleisure brand also extended its e-commerce operations to Sweden, Norway, Finland, Denmark, Switzerland, Spain, Italy, Austria, Belgium, Portugal and Japan.
Vuori’s product, e-commerce and physical store expansion follow a fundraising spree. After raising $400 million in 2021, the company nabbed another $825 million investment from General Atlantic and Stripes in 2024, which pushed its valuation to $5.5 billion at that time. In both cases, Vuori founder and CEO Joe Kudla said the financing was raised largely to reward early investors in the brand rather than to fund its growth efforts.