Vuori

Vuori was founded in Encinitas, California in 2015 by Joe Kudla, who built the brand around the San Diego beach and outdoor culture that informed his own activity patterns. The name references the Finnish word for mountain, reflecting the brand’s connection to the outdoor lifestyle that the active recreation community in Southern California participates in, from surfing to trail running to climbing. The Georgetown store at 3222 M Street NW is on the upper M Street commercial block, near the TJ Maxx and in the section of M Street that has developed a cluster of activewear and lifestyle brands.

The product that most defines Vuori in the market is the Ponto Performance Jogger, which uses a proprietary blend of recycled polyester and Tencel that produces a pant with the drape and comfort of sweatpants and the performance properties of athletic wear. The fabric does not pill, holds its shape after washing, and provides four-way stretch that the activities the brand’s customer performs require. The Kore Short, similarly, has developed a loyal following among the men who have found that no other athletic short sits as comfortably at the waistband or moves as freely during the range of activities from lifting to running to yoga.

The women’s range at Vuori has expanded significantly since the brand’s early focus on menswear. Leggings, bralettes, and the casual lifestyle pieces that extend the performance fabric approach into the full women’s activewear wardrobe have become a meaningful part of the product offering. The shared aesthetic of performance and casual, which allows the same piece to function during exercise and at the coffee shop afterward, is consistent across both the men’s and women’s ranges.

The sustainability commitment at Vuori includes the use of recycled and sustainably sourced materials across a significant portion of the product range. The BlueSign-certified fabrics and the Fair Trade factory certifications that the brand maintains are the documented standards behind the sustainability claims rather than marketing language without verification.

Hours run from 10am Monday through Saturday and 11am Sunday, with Friday and Saturday closing at 8pm. Online ordering at vuoriclothing.com provides the full range. The Elevation range at Vuori, which includes the dress pants and shirts made from the same performance fabrics as the activewear, extends the brand’s proposition into the professional context. For the Georgetown professional who wants the comfort of the Ponto jogger in a garment that passes as office-appropriate, the Elevation pants in a trouser cut are the product. The performance dress shirt in the same range completes the office-to-gym transition without the change of clothes that a standard dress shirt requires after exercise. The Georgetown M Street store at 3222 is on the upper commercial block, open from 10am Monday through Saturday and 11am Sunday. Online ordering at vuoriclothing.com provides the full range including the Elevation work category.