Based in Los Angeles, Alo Yoga is a premium lifestyle brand founded in 2007 by childhood friends Danny Harris and Marco DeGeorge. With goals of spreading mindful movement, inspiring wellness and creating a community, Alo, an acronym for “Air, Land, and Ocean”, operates over 150 stores globally. Claiming to make the most technologically advanced yoga clothing in the world, the brand’s extensive range includes the iconic motto leggings and ‘must have’ sunny strappy bra, in addition to accessories and skincare. Founders of Alo describe clothing as the ‘fuel’ for their movement, and the perfect way for customers to experience this is by participating in the online fitness classes that Alo offers. Whilst other sportswear brands prioritise performance, Alo emphasises ‘studio-to-street’ athleisure designs, made for both workouts and everyday life.
Very recently, I discovered the brand when the ‘Luxury Is Wellness’ campaign featuring Kendall Jenner appeared on my Instagram feed. Initially, I was drawn to the breathtaking environment. Amangiri resort in Utah is composed of desert, canyons, and open skies, which complements the minimalistic and neutral coloured activewear that Kendall Jenner was shown wearing. Upon delving deeper into the brand, it came to my attention that the core principles that Alo promotes to their audience algin with values of my own. Particularly Kendall Jenner’s comment about taking care of yourself from the inside out. Behind the scenes of the campaign, Bobby Whigham worked hard to convey all of the things that are loved about Alo, including intention, presence, and space. He has worked within the fashion industry for the past 15 years, starting as a fitting room attendant at Urban Outfitters before joining Alo Yoga as the creative director of brand imagery and voice in 2023.
It’s no secret that the fashion industry is one of the major industrial polluters, but Alo Yoga is admired for prioritising sustainability. Whether it’s a solar-powered office or an advanced recycling programme that reduces waste to that of a small household, Alo values our environment. Their work was rewarded with a globally accredited platinum certification from WRAP, which verifies that their factories and offices operate in the most ethical ways, and in 2019, Alo Yoga launched Alo Gives. It involves free 5-minute yoga videos for children designed to improve emotional regulation and better sleep, which can be helpful both inside and outside the classroom. It gives Alo the chance to give back to their community and spread awareness of the proven benefits of yoga.
Alo Yoga has successfully blended fashion with functionality over the past 18 years and tailored to the needs of young, health-conscious, busy individuals. The community of like-minded people they have developed will undoubtedly continue to grow, inspire and leave a lasting impact.
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