High Spirited: Vuori Clothing

Launch Date: Fall 2007
Location of Headquarters: Encinitas, CA
Location of Manufacturing: San Diego and LA
Number of Staff: 2
Design Heroes: Rogan Gregory, Issey Miyake, John Varvatos, the team at Trovata

Chad Alasantro (formerly a designer with Reef and Aaron Chang) and Joe Kudla (formerly a model for D&G, Versace, BCBG) have successfully created some of the most exciting eco graphic tees we’ve seen in quite some time, here in eco fashion land. The 100% organic cotton designs are colorful, classic and extremely intriguing. It’s not the typical, obtuse green messaging that we’ve seen in 2008, that seemed sooo au current in ’07. Vuori instead captures images of flora and fauna integrating with the human and the spiritual realm in a way that is artful and edgy. Vuori miraculously grows most of their cotton in the US, and their cut and sew production in Southern California. Each of their designs pays tribute to an environmental hero, like Simran Sethi, Nathalie Fobes, and Graham Hill.

What was your inspiration behind Vuori?
Both Chad and I drew inspiration for Vuori from our experiences traveling extensively to various remote parts of the world and seeing first hand deteriorating eco-systems and the effects of global warming…Along with being avid surfers and adventurous people where the natural environment has played a big part in our lives, these travel experiences have opened our eyes to just a few of the environmental issues facing our generation and has resulted in a strong appreciation for the natural world.

Where is your organic cotton grown?
We try to source our cotton domestically as much as possible in which case the cotton is actually picked in Texas, but at times we are forced to use textile company’s that source their yarn from overseas. We are approximately 75% domestic, 25% overseas.

What are some of the influences that come together in your graphics?
Chad: I think I derive influences from all types of artists. Influences may be from a film like “Into the Wild” or the sounds that Eddie Vedder makes. It may come from the whimsical techniques/paintings of Thomas Campell and Herbert Baglione from Brazil. The surrealistic works of Robert Williams. Dan Eldon is so inspiring, the journals he kept before his death as a young photojournalist motivate my love for photography. Just to name few inspiring individuals.

When it comes to men’s eco fashion, what labels if any do you feel are really bringing it?
From a contemporary design standpoint, I have to give props to Loomstate and Edun, both of which are designed by Rogan Gregory. However, in terms of having amazing vision and really showing the rest of us what is possible, the company that continues to inspire us is Patagonia. They were the first to play in this space, and they continue to set the standard in term of what it means to be an eco-friendly company.

How did you choose the “environmentalists, activists, and humanitarians whose visions inspire us to live with more awareness,” that are featured on the inside of your shirts?
…We consider anyone and everyone from famous musicians to grassroots activists….we look for people whose efforts speak to us. They range from musicians that fuel their tour buses using bio-diesel to journalists that are raising the issues by writing amazing pieces on the environment, to grassroots activists lobbying to protect our rainforests in Washington.

What’s next?
…In terms of the collection we would love to see Vuori grow into a full collection including wovens, fleece, and denim, but we are enjoying the ride so not in a huge rush. We’re letting things happen organically.

What other way would they?