There must be something in the air…Vuori has launched its first-ever women’s denim collection mere days after fellow activewear brand Fabletics entered the category for the first time.
Vuori’s first women’s denim capsule joins the brand’s Vintage Jean offering for both men and women, which debuted in September 2025. The capsule brings two new styles to Vuori’s denim lineup — a wideleg jean and an oversized jacket, both available in two washes, Bone and Light Indigo.
Denim is a “natural and authentic extension of the Vuori lifestyle,” said a company spokesperson in comments shared with Retail TouchPoints. The line is constructed from a custom premium denim blended with Tencel lyocell for a soft, lightweight feel with a hint of stretch. Thoughtful details, including a signature “V” bartack, square leather patch and a hidden story label aim to make the collection “distinctly Vuori.”
Activewear Brands Jumping into Denim to Broaden Appeal
Following a boom during the homebound days of the Covid pandemic, the athleisure category’s meteoric growth has since been waning, prompting many activewear brands to expand beyond their core performance apparel offering while aiming to keep their signature comfort factor. Meanwhile, the denim category is booming: while the sports apparel market is projected to grow only 2.3% from 2025 to 2026, down from 3.1% between 2023 and 2024, the denim market is predicted to rise 2.1% this year after having increased by 28% since 2020, according to Euromonitor International.
The increased demand for denim prompted last year’s Denim Wars, which saw American Eagle, Gap, and Levi’s all launch aggressive marketing campaigns to draw in consumers, and with all these new entrants to the category it looks like we might be set for a new salvo.
