What do all Instagram yogis have in widespread (aside from a fondness for forearm stands)?
Additional frequently than not, it seems, their wardrobes consist largely of pieces from Alo&mdashyou know, the yoga clothing brand identified for its see-them-everywhere leggings (namely, the legwarmer-style Goddess and quilted Moto), strappy-backed bras and tanks, and outerwear with a Helmut Lang edge.
There&rsquos in no way been a shortage of locations to score a piece of Alo&mdashit&rsquos essentially accessible everywhere, from on the internet, to department stores and boutique fitness studios&mdashbut on April 20, the brand ultimately got a brick-and-mortar property base to get in touch with its personal when it unveiled its initial flagship shop in Beverly Hills.
The brand that construct on-line buzz by seeding leggings to yogis debuts its initial flagship store in Beverly Hills for IRL buying and rooftop classes.
The huge eight,000-square-foot space isn&rsquot just outstanding for its size (while, with a footprint that spans practically half the length of a city block at the corner of Canon Drive and Brighton Way, it&rsquos pretty impressive). It&rsquos also the initial time that fans will get a complete image of what the brand&rsquos all about&mdasha story that has generally been somewhat of a mystery, in spite of the truth that its apparel is so ubiquitous.
Yoga clothes named for air, land, and ocean
Alo made its debut in 2008 at the hands of higher-college buddies upholstered platform bed Danny Harris and Marco DeGeorge, who have run a t-shirt production business together due to the fact the early &rsquo90s.
&ldquoMarco and I are two garmentos that were saying to ourselves, we&rsquore making this clothes but it&rsquos not seriously representing who we are,&rdquo Harris tells me. &ldquoBoth of us upholstered platform bed practice yoga, each of us consume organic and live this alternative life style. How can we have a brand that definitely speaks to us?&rdquo
And with that, Alo was born as a girls&rsquos yoga apparel line. With a name that reflects the components of air, land, and ocean (get it?), &ldquothe concept was truly about protecting and respecting these components,&rdquo says Harris. &ldquoBecause in order to have a clean upholstered platform bed practice and a clean mind, you have to have a clean atmosphere.&rdquo
That green ethos begins with the brand&rsquos Downtown LA HQ, which is decked out with power-efficient lighting and windows, electric auto charging stations in the parking lot, and an ultra-complete recycling plan that encompasses anything from fabric scraps and yarns to plastics and cardboards. (&ldquoWe basically have zero landfill [waste],&rdquo says Harris).
In the beginning, the garments themselves were produced from organic cottons and bamboos, but the brand ultimately decided to take a additional overall performance-driven route&mdashjust in time for the social media revolution.
An Insta-star is born
Group Alo performs closely with pro yogis to create its fits and fabrications, and what they increasingly started to demand had been technical, compression fabrics that remain place, remain opaque, and hold every little thing in for the duration of complex yoga transitions&mdashsomething that&rsquos clearly develop into far more essential in the social media age, wherein completely Orren Ellis styled, acrobatic poses are a fast route to achievement.
Alo&rsquos clearly delivered on that want. Currently, the #aloyoga Instagram hashtag is a veritable who&rsquos who of yogis with five- and six-figure follower counts, all pictured performing advanced asanas in the brand&rsquos from time to time gifted gear. (Celebs like Gigi Hadid and Kendall Jenner are into Alo, also).
&ldquoThe functionality attributes of the solution and the consideration we give to match and function are truly like no other,&rdquo says Harris when asked why yogis are so enamored with Alo. &ldquoThe lifestyle that they reside, we also live. Alo doesn&rsquot stand for anything&mdashwe&rsquore not doing rock climbing or biking. We&rsquore the yoga brand that will take you from studio to street.&rdquo
Caitlin Turner, a yogi who&rsquos most effective known for her Gypset Goddess blog and Instagram account (with practically 300,000 followers) concurs. &ldquoI appreciate Alo mainly because I can always count on their clothes to feel as awesome as it looks when I&rsquom wearing it,&rdquo says Turner, who also models for the brand&rsquos catalogs and created a capsule collection with them for spring 2016. &ldquoI appreciate their mission to respect our planet when also creating awesome yoga clothing.&rdquo
The next chapter
All of that influencer cred has clearly paid off, considering the fact that 2016 is shaping up to be Alo&rsquos greatest year however&mdashthe new destination shop is kicking off a wave of retail expansion that&rsquos set to encompass 19 much more US areas more than the subsequent five years.
The inaugural space (which is partially solar-powered) will be household to Alo&rsquos complete females&rsquos and men&rsquos collections, plus some pieces that will be exclusive to the flagship. Shoppers will also be privy to books, APL shoes, Caeden headphones, Jiva Apoha oils, and organic eats&mdashfood by Café Gratitude, juices by The Raw Juicery, and a coffee bar powered by Stumptown. There&rsquos also a rooftop deck with an alfresco lounge area and a yoga studio, exactly where you can attend classes, demos, and events held in collaboration with likeminded brands (the schedule is nonetheless TBC).
&ldquoThe Beverly Hills store is a sanctuary where men and women can feel and see what we&rsquore all about,&rdquo says Harris. &ldquoWe&rsquore all familiar with Alo from seeing it on the yoga instructor in the class, but to essentially have a tangible place to stroll inside and encounter it is pretty unique.&rdquo As for the opportunity to test out your new Goddess leggings in standing split, with out any individual providing you side-eye? Priceless.
Alo, 370 N. Canon Dr., Beverly Hills, CA, 323-727-2005, aloyoga.com
Are you inspired to great your backbend but? Break in your new Alo outfit with this heart-opening yoga sequence by Colleen Saidman Yee or this 4-step education strategy by Shauna Harrison.