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How Vuori's Joe Kudla Turned an Idea into an Activewear Empire

BY Jimmy Kontomanolis | January 29, 2019 | Feature Features National

When you look at Joe Kudla, you can easily see how he had an early start to his career as a model. But when you speak to Joe Kudla, you find yourself talking to a very smart entrepreneur.

Having grown up in Southern California’s surf culture, Kudla is no typical “surfer dude.” After spending two years living in Milan and traveling for his modeling career, Kudla took his early roots in fashion and used that knowledge to create Vuori, an activewear brand that seamlessly marries performance and style—and one that has made a legitimate name for itself among the Lululemons of the world.

So how did the Vuori brand come to fruition? In an exclusive chat with us, Kudla told us about how he saw a major gap in the marketplace for men’s yoga gear. “About 10 years ago I got into yoga to heal my back. I spent a lifetime beating [my body] up, playing football and lacrosse and team sports.” After falling in love with yoga, he saw the Lululemon brand take off in a big way, but found that men’s was really an afterthought for the brand.

That’s when Kudla came up with the idea of Vuori. Inspired by the community where he lived and the beaches of Southern California, he created what he felt was a “new take on activewear, bringing in an almost surf-inspired DNA into performance.”

Photography Courtesy Of: