Vuori ramps up the Denim Wars with new offerings. Published: March 12, 2026 By Nicole Silberstein Image courtesy Vuori There must be something in the air...Vuori has launched its first-ever women's denim collection mere days after fellow activewear brand Fabletics entered the category for the first time. Vuori's first women's denim capsule joins the brand's Vintage Jean offering for both men and women, which debuted in September 2025. The capsule brings two new styles to Vuori's denim lineup - a wideleg jean and an oversized jacket, both available in two washes, Bone and Light Indigo. Denim is a "natural and authentic extension of the Vuori lifestyle," said a company spokesperson in comments shared with Retail TouchPoints. The line is constructed from a custom premium denim blended with Tencel lyocell for a soft, lightweight feel with a hint of stretch. Thoughtful details, including a signature "V" bartack, square leather patch and a hidden story label aim to make the collection "distinctly Vuori." Activewear brands jumping into denim to broaden appeal. Following a boom during the homebound days of the Covid pandemic, the athleisure category's meteoric growth has since been waning, prompting many activewear brands to expand beyond their core performance apparel offering while aiming to keep their signature comfort factor. Meanwhile, the denim category is booming: while the sports apparel market is projected to grow only 2.3% from 2025 to 2026, down from 3.1% between 2023 and 2024, the denim market is predicted to rise 2.1% this year after having increased by 28% since 2020, according to Euromonitor International. The increased demand for denim prompted last year's Denim Wars, which saw American Eagle, Gap, and Levi's all launch aggressive marketing campaigns to draw in consumers, and with all these new entrants to the category it looks like we might be set for a new salvo. Posted In: News

Athleisure brand Vuori drops full ski outerwear line. Now you can wear your favorite active wear brand on the slopes...and in the backcountry. As POWDER's Gear Editor, I get a lot of brand pitches into my inbox, and this morning one really caught my eye. Vuori - yes, that Vuori - just dropped a full line of men's and women's ski apparel including outerwear, mid- and baselayers. And, judging by what I can see on their website and PR release, it doesn't look half bad. A brand best known for extremely comfortable "athleisure" wear like sweatpants, gym clothes, and yoga attire, Vuori announced the launch of their new Snow Apparel line today. It seems to squarely fit into the emerging trend of mid-price point, resort-focused, stretchy hardshell apparel that Powder has been seeing from brands newer to the ski apparel space. I'm partial to heavy-duty hardshell Gore-Tex Pro jackets and pants, but in all honesty, this kind of apparel makes a ton of sense for most skiers. Vuori is launching their new ski outerwear line with the men's Taika Snow Shell jacket and pants and women's Taika Snow Shell jacket and bibs. These forego any heavy-duty (and expensive) Gore-Tex, and are instead constructed with softer, stretchier 100% recycled waterproof NetPlus(R) 4-layer fabric. NetPlus is made from recycled fishing nets, and has been used by manufacturers like Patagonia, TREW, and Oyuki, to name a few. The Taika kit is rated to 30k waterproofing, and features the standard bells and whistles Powder has come to expect from any ski shells: a powder skirt, underarm vents, an oversized hood, RECCO reflectors, and a simple pocket layout. The men's fit looks to be on the relaxed side, with a more freeride and freestyle-inspired look, while the women's style looks to be much more fashion/lifestyle oriented, and a bit more fitted. The men's kit is available in an impressive size run from XXS to 3XL, while the women's is available from XXS to XXL. All in all, it's pretty cool to see new players in the ski apparel game that are bringing their own types of expertise to the drawing board. If their launch campaign (shot in the Utah backcountry by Cam Mcleod) is any indicator, Vuori is hitting the right buttons to break into the industry. They even sponsor FWT rider and Olympic freestyle skier Thibault Magnin.

NFL QB Jared Goff joins Vuori's growing lineup of athlete ambassadors, highlighting the apparel brand's strategy of building credibility in performance wear through high-profile partnerships.