Our Design Philosophy, Volume 1: Fabric First
Inspire Happiness
Design Philosophy
2025 / 10 mins
Design Philosophy
Volume 1: Fabric First
At Vuori, our entire design philosophy can be summed up in two words: fabric first. Everything we do, everything we make, starts and ends with the feeling of fabric. It’s the driving inspiration behind our products and the cornerstone of our creativity. By leading with fabric, we're able to create pieces that help you live the deep and meaningful life you deserve.
But what exactly does it mean to be "fabric first"?
Simply put, it means we let the feeling of textiles inform our product designs. We spend countless hours obsessing over high-quality yarns and partnering with specialized mills to produce fabrics that are both exceptionally soft and high performing. Once we’ve perfected these fabrics, we then determine what they should become. Maybe a particular fabric works best as moisture-wicking t-shirts or a line of leggings. Or sometimes, in the middle of our design journey, we pivot and realize that the fabric would be ideal for a performance jogger. Allowing this flexibility in our creative process helps us stay nimble while always following our north star: making clothes that make you feel good.
A fabric-first mentality is time consuming, but we wouldn't have it any other way. It’s paramount that our fabrics perform as exceptionally as they feel, so we spend countless hours in the design lab working with materials to create the best possible products. It’s a delicate balance of art and science—a complex dance involving multiple steps. And it can be challenging to get just right.
Letting fabric lead isn’t as straightforward as it sounds. As our founder and CEO, Joe Kudla says, “Simplicity in design is very difficult to achieve.” Just as ocean swells build or flocks of birds move effortlessly in sync, what appears simple is often underpinned by complexity. We're known for creating soft, comfortable apparel, but as Sarah Carlson, our SVP of Design, points out, “It takes really high standards and a high degree of innovation to achieve softness.” Much like how exceptional ingredients elevate a meal, beautiful fabrics elevate our overall design.
In addition to fabric, our approach is deeply influenced by our home in Encinitas, California—a laid-back surf town with a sun-bleached palette and vibrant, creative energy. People here live intentionally, spending significant time outdoors: surfing, running, practicing yoga and mindfulness, and engaging in activities that ground them in the natural environment. Yet they're also constantly innovating, exploring new hobbies, and discovering ways to make life even more extraordinary. These unique aspects of local life continually inspire us. In many ways, our coastal California heritage sparked our ongoing quest to create fabrics and materials that support living life to its fullest.
“It’s all about feeling,” Joe explains. “Why do we surf, ride mountain bikes, ski, or run? We're chasing a feeling.” And that pursuit of feeling truly is the heart of our design philosophy.
