From Gym to Street: The Unstoppable Rise of Alo
Source: Unsplash
“When people walk in, they tell me how much they’ve heard about the brand,” says Tina Valentim, manager of Connecticut’s only Alo store. "They’re not just buying clothes; they’re buying into a lifestyle.”
“Almost everyone that comes in wants something that supports their fitness and everyday life. They love the versatility of our clothing,” she adds.
The days of limiting leggings to just the gym and studio are over. Athleisure wear has seamlessly transitioned into everyday wear, blurring the lines between comfort and style. Alo has found itself at the forefront of the trend.
“Athleisure wear has so much versatility,” Tina says. “It’s not just for working out anymore.”
Only recently has it become a fashion staple, causing brands like Nike, Lululemon, and Alo to all compete for the number one spot. Alo has become particularly popular with its luxury fabrics and unique designs and colors.
“People come in because they’ve seen it on someone famous, but they stay because of the quality and style,” Tina says.
Alo is short for Air, Land, Ocean, and since the brand’s start in Los Angeles in 2007, it has redefined activewear, and been at the forefront of the athleisure movement.
Something that sets Alo apart from competitors is its approach to wellness. The flagship store doubles as a fitness sanctuary that offers classes that bring the brand's mood and virtues to life.
“Our classes make people feel more connected to the brand,” she says.
Non-fitness athleisure took off during the COVID-19 pandemic. It forced people to adapt to working, exercising, and relaxing, all at home.
“There was definitely a shift during the pandemic,” Tina says. “People wanted outfits that were comfy enough to lounge in but also presentable, so if you had a Zoom meeting you were covered.”
The brand has plenty of street cred. Celebrities such as Hailey Bieber, Kendall, and Kylie Jenner are known for wearing Alo’s signature pieces while they’re out and about.
Modern consumers also prioritize sustainability and seek eco-friendly brands.
“We really want our customers to invest in quality,” Tina says. “Our pieces are timeless, and we want to promote sustainability as much as possible.”
Timelessness is special about Alo: it’s more than gym wear. They have turned athleisure into staple pieces. They have a specific product that’s a great example, their signature Airlift leggings. They’re just as functional as they are flattering.
Source: Alo
But it’s not just Alo’s leggings, they have everything from sports bras to oversized outerwear. They have a full range of clothing that transitions perfectly from the gym to the streets. They carry puffer and trench coats that have quickly become fan favorites.
They have a myriad of different pieces that you can put together for your perfect outfit.
“They can mix and match pieces to create an outfit that’s put together just for them,” Tina says.
Alo’s partnerships are another big part of why they’re so successful.
“I can say our partnerships are essential for our visibility,” Tina says. “It’s all about putting fitness and style together, and I think there’s no one better than influencers to make that connection happen.”
Having partnerships with celebrities and influencers such as Bella Hadid, Kaia Gerber, Jamie Chung, Tyla, Olivia Holt, and many others has contributed to their success.
“Seeing celebs in Alo has definitely influenced our customers,” says Tina. “It’s become similar to casual luxury.”
One of Alo’s most popular collections is their muse collection. It had unexpected details along with sculpted silhouettes.
“It’s a perfect line; it shows that these aren’t just workout clothes,” she says.
Athleisure has been dominating the fashion world, and Alo’s success continues to grow in the space. Athleisure brands are redefining what dressing casually means, as they merge comfort and luxury in a fresh and modern way, they prove that gym clothes can be for much more than just a workout.
It’s gotten to the point where leggings and a hoodie feel just as casual as jeans and a jacket, and Alo is one of the brands making it happen. They’ve taken athleisure from a trend to an everyday essential. Showing that leggings can redefine everyday style.
“We’re making it easy to feel good about what you’re wearing,” Tina says. “No matter where your day takes you.”