Surf’s Up at Vuori’s SoHo Shop

Vuori (Encinitas, Calif.) has debuted its first New York flagship. Located at 106 Spring St. in SoHo, the 5000-square-foot store offers consumers the full range of the brand’s Southern California-inspired men’s and women’s performance apparel, according to a company press release.

Located in a historic cast-iron building featuring a modern and clean design complemented by earthy elements, its backers say Vuori SoHo is designed to inspire consumers to experience the brand in full. Vuori’s largest location, the interior boasts interior design elements unique to the flagship store.

These include custom-designed fixtures hand-crafted in natural materials and the first-ever display monograph on Vuori, as well as a custom art installation of layered back-lit mountain silhouettes representing the meaning of “Vuori” – a Finnish word that translates to “mountain.” In addition, as visitors enter the fitting rooms, they experience a 40-foot hallway of soft-edge lit repeated arches, leading to a fitting room lounge. The result, the retailer says, is a space that “transports customers into a coastal California dream integrating fitness, yoga, surf and life.”

Vuori, which currently operates stores in about 30 cities, also seeks to have its locales serve as hubs for community engagement. To that end, its stores host local art shows, yoga classes and other events.

Founder and CEO Joe Kudla launched Vuori first as a men’s brand in 2015, before expanding a few years later to include a women’s line. In addition to expanding overseas, Vuori plans 100-plus more store openings in the U.S. over the next five years.