The word vuori means “mountain.” The name seemed fitting for the brand because it evokes the feeling of reaching the summit of a mountain after a long hike or climb; it’s when you have a good perspective on just about everything. Chris Miller and Joe Kudla, friends and pro skateboarders, started the company because they couldn’t find performance apparel that they liked. The brand is named after Encinitas, California, an eclectic coastal town known for its healthy lifestyle and burgeoning art scene. Vuori creates high-performance garments with a west coast aesthetic that is both fashionable and functional. Where possible, they use creative recycled fabrics and are involved in the neighbourhood, hosting hip hop yoga workshops, beach runs, and local art shows in their retail space. They want to be linked to their clients, partners, and culture, where they can be inspired by engaged, aware, and innovative people.