
California-based D2C athletic brand Vuori has unveiled its latest technical fabric innovation for women, named BlissBlend. Comprising 75 per cent recycled materials, BlissBlend offers a unique feature of conforming to the wearer’s body shape. This fabric is moisture-wicking and incorporates a specialised Lycra fibre that imparts a barely-there sensation, setting it apart from conventional athletic wear.
BlissBlend will be integrated into Vuori’s new legging and bra styles, known as AllTheFeels. Notably, these leggings are free of side seams and are offered in three different lengths. The accompanying bra design boasts a scoop neck and lightweight support, catering to both style and comfort.
To celebrate the launch of BlissBlend, Vuori is hosting an experiential consumer pop-up event in New York City’s Chelsea neighborhood.
Vuori’s expansion into the BlissBlend collection aligns with its commitment to crafting sustainable and comfortable clothing. The brand’s focus on softness and stretch, along with its emphasis on recycled materials, reflects a broader industry trend toward environmentally conscious fashion. Competitors like Lululemon and Nike have also ventured into sustainable fabric development, underlining the growing importance of eco-friendly practices.
Vuori’s recent expansions and diversification signal the brand’s rapid growth trajectory. Having secured a substantial US $ 400 million investment from SoftBank, the retailer announced plans to open 100 US stores within a five-year span. This surge in expansion extends to international markets such as Germany and Australia. The brand’s retail footprint spans diverse locations, from New York City’s trendy SoHo district to the expansive Mall of America.
As Vuori continues to pioneer innovative fabric technologies and expand its offerings, its blend of sustainability, style, and functionality holds promise for shaping the future of athletic wear.