💡 Vuori’s growth streak, Khy’s $300K drop, and more

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      June 20, 2025

      This week: Vuori has grown an average of 10.7% per quarter since 2022—outpacing many traditional activewear brands. We explore how a brand that started with men’s joggers is now winning across categories and channels.

      Plus, a closer look at the Khy x Dilara Fındıkoğlu collab, which has already passed $300K in sales. With corset-driven demand holding steady, Khy’s latest drop signals a shift from viral hype to a lasting retail platform.

      -John Fisher & Ben Chapdelaine

      DTC INSIGHTS

      Vuori’s growth is outpacing the giants.

      Vuori’s sales have grown an average of 10.7% per quarter since 2022—outpacing many traditional activewear brands. What started as a men’s brand has grown into a major force in athleisure, spanning women’s, lifestyle, and international markets.

      How are they doing it?

    Versatile marketing - Brand messaging centers on clothing that transitions easily between settings

    Competitive positioning - Continued focus on joggers and shorts, anchored in hero products

    Innovative materials - Vuori uses proprietary, sustainable fabrics like DreamKnit™ and BreatheInterlock™

      The latest report breaks down how Vuori is winning market share—from category mix to pricing strategy and marketing tactics.

      Read the full report here.

      COLLAB SPOTLIGHT

      Khy x Dilara Fındıkoğlu collab

      The Khy x Dilara Fındıkoğlu collection has already driven over $300K in sales, led by the Long Sleeve Corset Dress in Black. After a front loaded launch for the first week, daily sales have held steady, suggesting real staying power beyond the hype.

      This is more than a viral drop. Khy is positioning itself as a serious platform for emerging designers, and Dilara’s couture-inspired silhouettes are reaching new audiences through ready-to-wear. The collab blends fantasy, rebellion, and femininity—resonating with fans of both brands.

      See more about the collab on Particl.

      If you have any feedback on today's newsletter, please respond to this email; we read each reply individually.

      Written by John Fisher & Ben Chapdelaine

      --

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💡 Vuori’s growth streak, Khy’s $300K drop, and more

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