This company with a 26-year-old CEO is being called Lululemon for hipsters
Outdoor Voices wants to be Lululemon's next major competition.
The young, chic athleisure brand launched in 2012 and has since been gaining traction and attention — especially on Instagram, where it has more than 33,000 followers.
The founder of Outdoor Voices is 26-year-old Tyler Haney.
With its high-wasted pants and tiny crop tops, the company appears to be targeting young hipsters with its women's line. The brand also has a men's line.
Here's what we know about Outdoor Voices.
Founder Tyler Haney went to the Parsons design school in New York, where she began going to fabric mills. From there she worked to create a fabric that was sweat-wicking and compression-oriented for the brand's clothes. Now she is CEO of Outdoor Voices.
A post shared by Outdoor Voices (@outdoorvoices) on Jul 15, 2015 at 3:53pm PDT
The design team comes from brands like Calvin Klein, Alexander Wang, and Lululemon. Like those brands, Outdoor Voices' clothing features a subdued color palette.
So much Newness for the Legs : new Cuts, new Colors, new Contours, up on the site like Nowww. 💯.
A post shared by Outdoor Voices (@outdoorvoices) on May 5, 2015 at 6:15pm PDT
The brand caters to both men and women, with full clothing lines for each.
Pre-run head-to-toe OV in Saint-Tropez. As you do.🏃—🇫🇷.
A post shared by Outdoor Voices (@outdoorvoices) on Jul 27, 2015 at 4:08pm PDT
High-waisted leggings and a tight, fitted crop top is the signature look for the women's line.
NEW! Dipped Legging in Navy / Deep Sea / Ash up on the WWW now.
A post shared by Outdoor Voices (@outdoorvoices) on Sep 23, 2015 at 8:08am PDT
The menswear looks more like Lululemon's men's line.
A post shared by Outdoor Voices (@outdoorvoices) on Mar 25, 2015 at 4:48pm PDT
Women's leggings cost $95, crop tops go for $50, and sports bras are $55. Men's hoodies go for $100, men's tees are $65, and shorts cost $65.
🍪✌️at the skatepark, #DoingThings.⚡️— @kxtxxcxpxexxr.
A post shared by Outdoor Voices (@outdoorvoices) on Mar 26, 2015 at 9:26am PDT
Outdoor Voices is headquartered in Manhattan and includes one shop in Austin, Texas. In an interview with MarieClaire, Haney said the company focused on e-commerce first, retail second, and wholesale third. Online marketing campaigns via social media help create a foundation for recognition of the brand.
TBT — #abrunchofjoggers this past Saturday; our very own @vapv leading the proverbial pack. 🏃—🏃—🏃.
A post shared by Outdoor Voices (@outdoorvoices) on Mar 19, 2015 at 9:02am PDT
Haney used Instagram to launch the brand's first campaign, #DoingThings, which promotes the clothing as comfortable activewear.
A post shared by Outdoor Voices (@outdoorvoices) on May 18, 2015 at 12:09pm PDT
J. Crew began featuring some of Outdoor Voices' women's apparel in 2013. Leggings, bras, and tops can be found online at J. Crew.
A post shared by Outdoor Voices (@outdoorvoices) on Mar 8, 2015 at 2:48pm PDT
The brand has seen 30% growth month-to-month throughout 2015, as told by Haney in Forbes. She believes that, with no marketing, the growth is from word of mouth.
Longing for the 🔆 & 🌿 that will allow scenarios like this one. #OVJoggers. ⚡️—@aguynamedpatrick.
A post shared by Outdoor Voices (@outdoorvoices) on Mar 2, 2015 at 9:36am PST
Lena Dunham, from the HBO series "Girls," is the biggest celebrity fan of the brand.
Lena trio! 1/3. @lenadunham in head-to-toe OV & MR on the set of @girlshbo. 💯.
A post shared by Outdoor Voices (@outdoorvoices) on Jul 29, 2015 at 2:56pm PDT
This chic activewear brand is the up-and-coming hipster version of Lululemon.
A post shared by Outdoor Voices (@outdoorvoices) on Sep 16, 2015 at 5:45pm PDT
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