Vuori is an American performance apparel brand founded in 2015 by Joe Kudla in Encinitas, California and headquartered in Carlsbad. The brand designs activewear and athleisure inspired by the Southern California coastal lifestyle, blending fitness, surf, sport and art. Profitable since 2017, Vuori sells through its own retail stores, e-commerce and wholesale partners, and raised $825 million in November 2024 in a round led by General Atlantic and Stripes at a valuation of approximately $5.5 billion, following a $400 million investment from SoftBank Vision Fund 2 in 2021.