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Joe Kudla, Founder, Vuori

| 27 January 2022

Welcome to the latest episode of our Podcast series "In Conversation" where we bring you inspiring stories, retail insights and conversation from fashion's most influential business leaders.

Joe Kudla is the founder of apparel brand Vuori. Based in California, Vuori has taken the activewear market by storm, growing a loyal customer base and a retail portfolio that spans 13 locations across California, Colorado and Arizona. Today the brand is known for its super soft fabrics and versatile product range that can be worn by consumers wherever their day takes them.

Joe launched Vuori in an attempt to heal his body after years of playing football and lacrosse in college. Following the advice of a friend he started attending Yoga classes, where he soon began to notice the kind of clothing people were wearing. Taking cues from Lululemon and Patagonia, he saw a gap in the marketplace for a brand catering specifically to men and so Vuori was born.

On this episode of the In Conversation podcast, Camilla Rydzek, News and Features Writer at, speaks to Joe about his first entry in the fashion world, working as a model in Italy, how listening to customers feedback led him to pivot the business and why Vuori has embroidered thought-provoking quotes into the inside of its t-shirts.

In proud partnership with

Klarna for Business

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