Vuori, the active wear company known for their premium performance apparel inspired by the active Coastal California lifestyle, has set up shop a little further inland with their new 12 South shop.
The company’s first store in Nashville occupies the over 3,000-square-foot building previously occupied by Fork’s Drum Closet. Catherine Pike, Vuori’s Vice President of Retail, says the space perfectly encapsulates the brand’s vibe—and some beloved offerings and activities.
“Customers can expect a best-in-class experience at this store, with a wide offering of both men’s and women’s products, including our some of our best sellers such as our Performance Joggers and Ponto Performance Pants,” Pike says. “Our retail stores have become a community gathering hub for in- person events, including workout classes, which we are excited to bring to the Nashville and 12 South community very soon.”
Pike says 12 South was the ideal location for Tennessee’s first Vuori retail store, thanks to the active lifestyle of those who live, shop and play there.
“The Vuori customer is anyone who is looking to live a happy, active and healthy lifestyle,” she says. “We have a philosophy at Vuori, “Investment in Happiness,” which is more than our product guarantee, it is also a commitment to live extraordinary lives, which we hope to provide for our customers through great products and how we care for our community.”
The company stands behind those values in many ways, but it all starts with the products. First, they are committed to ethical manufacturing, ensuring safe and healthy conditions for their factory staff. Vuori even requires all suppliers to sign and adhere to a Vuori Code of Conduct, which sets forth expectations for the fair treatment of labor, safe and healthy work conditions, and strict environmental practices. To that end, the company is committed to sustainability with a focus on the materials they work with, reduction of waste, offsetting 100 percent of their carbon footprint, social responsibility, and community leadership. Vuori also has a strong focus on community. That focus begins in their hometown of Encinitas, California, and stretches to each market they enter. On the company’s website, they note that they aim to bring together people from all walks of life to create and share positive, meaningful experiences. Those experiences will play a key role in Vuori’s Nashville location.
“We are thrilled to open our doors in Nashville and look forward to engaging with our local established community, while also introducing new customers to Vuori’s new perspective on performance apparel,” says Pike.
That apparel ranges from athletic wear to lounge apparel for men and women. Joggers, leggings, sports bras, shorts, and more adorn the store in a wide range of neutral but fashionable colors. Whether you’re looking to outfit your next 10k, an afternoon on the tennis court, or an evening of binge-watching your favorite show, there’s a perfect set (or more) for just about everyone.
“With 12 South’s diverse lifestyle offering, we felt we are in good company,” says Pike.
(2701 12th Ave. S., 615-818-0031; vuoriclothing.com)