This Lululemon rival is thriving as trends take a turn

Since I truly am in my hot-girl era, I’ve naturally added Pilates to my routine.

When I’m on my mat — somewhere between focused intention and fighting for my life in a never-ending plank — I can’t help but notice my clothes.

Whether I’m picking a wedgie or adjusting the 18 straps on my sports bra, something always snaps me out of my zen just long enough to realize…what am I even wearing?

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There’s been a slow but undeniable shift, one I didn’t fully realize until I caught myself mid-scroll, noticing how chill and comfy everyone looked. On fitness instructors, in boutique ads, even in line at the grocery store after a workout, the vibe has changed. What women are wearing to move feels…different.

It’s not loud. It’s not even being named. But it’s there.

And I’ve realized I’m part of it, too.

The style shift that’s giving Vuori a leg up on Lululemon

Lately, I’ve been reaching for my Vuori sweatpants more than my once-beloved leggings. Something about them just feels better.

It didn’t happen overnight. But little by little, the vibe of fitness wear has started to evolve, and with it, the mood of movement itself.

Scroll TikTok or walk into any boutique fitness space and it’s clear: the perfectly curated workout sets and second-skin leggings are no longer the default. In their place? Something that looks more relaxed. Softer. Unbothered.

It’s a shift that mirrors other areas of fashion, where baggy jeans, boxy silhouettes, and laid-back staples have taken over runways and closets. But this isn’t just about aesthetics.

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The rise of wellness culture brought with it a hyper-focus on body sculpting and “looking the part.” But now, there’s a growing rejection of that pressure. Women are choosing clothes that let them feel grounded, not scrutinized.

Movement isn’t about chasing a certain shape anymore. It’s about presence, ease, and yes, still being stylish.

This shift cracked the door open, and Vuori walked right through it. Built on softness and ease, the brand has transformed from one standout jogger to an entire wardrobe of elevated, low-effort essentials that just work.

And when a shift this personal hits mainstream behavior, that’s not a trend — it’s a signal.

Vuori’s explosive growth is no accident

While Lululemon (LULU)  built an empire on sleek, sculpted silhouettes, Vuori’s quiet success has been built on comfort-first design, rooted in its menswear beginnings.

In November 2024, Vuori announced it had secured an $825 million investment led by General Atlantic and Stripes, pushing its valuation to $5.5 billion. The brand has been expanding rapidly, with plans to open 100 stores across the U.S. and international markets.

According to Vuori, it’s currently profitable and growing faster than much of the competition, thanks in part to its signature materials — DreamKnit and BlissBlend —known for softness and stretch that make standard activewear feel outdated.

Vuori is capitalizing on changing consumer behavior before most legacy brands have even adjusted. In a market where even minor shifts in preference can spell major wins or losses, its positioning couldn’t be more timely.

And while my leggings will always have a place in my drawer, it’s clear they’re no longer the only option — or even the first one I reach for.

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