How Vuori defied the DTC apocalypse to become a $4 billion athleisure juggernaut
Vuori’s founder struggled for years to secure VC funding. That turned out to be the key to the brand’s incredible success.
In 2015, Joe Kudla was stuck. He had just launched Vuori, a premium men’s activewear brand and needed cash to begin scaling. But day after day, investors kept rejecting him. “I’m not going to lie, I was developing a complex,” he recalls. “I saw competitors like Outdoor Voices and Rhone getting millions in funding, and meanwhile, I kept coming back empty.”
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