SCAD style event: Founder Tyler Haney with InStyle Fashion News Director Eric Wilson
By Alexandra Porter
It’s no secret that activewear has been taking the fashion industry by storm. From the gym to the streets and everywhere in between, comfortable and casual sport looks reign. The term “athleisure” has become a household name, much to the dismay of industry insiders. To some, there is fear that athleisure is just another fad since the market is currently so saturated with affiliated products. A commonly known rule of fashion is that trends end in excess, but in regards to the stylish activewear trend, the statistics are proving otherwise. According to New York Times, as of March 2016, the athleisure industry (including apparel, shoes and accessories) has reached $97 billion. That’s over a fourth of the entire U.S. apparel market. With numbers like that, athleisure is here to stay. Tyler Haney, founder of Outdoor Voices, wholeheartedly agrees. She believes that the concept is no longer a trend, but rather, a lifestyle. “People are getting healthier,” she states. “There is early education on health and a variety of activities to choose from— people can enjoy working out.” She too dislikes the term “athleisure.” She labels her clothing as “activewear made to sweat in.”
Straight out of Parsons School of Design, Tyler launched Outdoor Voices in 2013 as an online brand selling performance wear. This concept of starting off via e-commerce without a brick-and-mortar turns the traditional business model on its head. The same innovative spirit runs through the veins of the brand itself. Its namesake comes from the familiar scenario of being told as a kid to use an “inside voice.” In juxtaposition, Outdoor Voices exudes the energy and vitality of youth set free to be active amongst the elements. With this energy in mind, Tyler set out to create clothing that filled a void she witnessed in the market. Her vision was from a product standpoint. Black spandex and neons were heavily prevalent within the industry, but where were the earth tones? The livable muted colors that blended seamlessly with a modern wardrobe? Also, what about a line that is a little less intense and more lighthearted and inclusive? That’s where Tyler found her niche: marrying the function of Nike with the aesthetics of fashion brands such as Acne meant to be worn by more than just the serious athlete.
As a Parson’s business major, she was especially interested in the technical abilities of fabrics. Thus, Outdoor Voices features activewear that not only looks stylish, but is 100% functional. The OV texture compression technology makes every piece stand the test of time. And at last, grey fabrics that don’t show sweat! The basis of the brand relies on five easy-to-wear, perfectly fitting essentials in mix-and-match colors and textures. Also, as Eric Wilson pointed out, visually the entire line can be paired together as the tonal shades remain a strong theme throughout. As Tyler says, “good product speaks volumes.” The word is out, loud and clear from its growing fan base, OV is outstanding.
From a business standpoint, the brand is booming. J.Crew discovered Outdoor Voices back in 2013 and carried it as their first activewear line. Then, after being featured by Leandra Medine of the popular quirky fashion blog ManRepeller in 2015, the fashion set has latched on to this rising star. They now have two stores in Austin, Texas and New York. Tyler emphasizes the importance of a physical store so that customers can have direct contact with the inventory, a traditional concept that still proves to be crucial even in this digital age. But it is online that OV has truly devised its success, with 80% of its sales from e-commerce. Through the use of social media and emailing, the company is able to facilitate direct interactions with its customers and hear their feedback. The most notable of the Outdoor Voices campaigns is #DoingThings on Instagram. Here, fans can post photos of themselves in OV apparel “doing things,” from working out to hanging out, and everything in between. Tyler recognizes the role of “social media as a publicist” and the great microphone of free advertising it has become. Celebrity Lena Dunham of the TV show “Girls,” was one of the first to post using the hashtag. Since then, the responses have been overwhelming.
Tyler states that the importance of a brand is based on “distinct product, unique culture and a compelling mission.” OV has truly mastered each of these, all of which start and end with the customer. Not only is this customer contact digital, the most interesting aspect of the brand’s approach is its infusion within the local community of the brick-and-mortar locations. Rather than seek out press to do a feature on company happenings, OV reaches out to the community to raise awareness by hosting events such as group dog walks. In Tyler’s opinion, “activity is ageless and shapeless” and there is “no start or finish, it’s just about participation.” With such ideals at the heart of the company, the community efforts create interest and embeds the brand into local life, further igniting the passion of people to get out and be active in OV apparel.
As for entrepreneurial hopefuls, Tyler and Eric have many tips. As a young graduate, Tyler made a list of people she wanted to get in contact with. Overtime, she was able to meet a number of them and thus she says her clear plan was responsible. “Get yourself in front of people,” she urges. “Even if you are not quite ready to be there, use feedback to get better.” Now with a team of 52 people and growing, Tyler says to, “hire smart people” to make sure you have a foot in each door of the business. Amongst competition, she advises to “keep blinders on” and focus energy on staying true to your vision, despite outward pressure. “When you look at the competition, you become the same.” Tyler also makes clear that today’s consumer knows a sales pitch when they see one. Success lies not in telling the consumer to just go buy product, but telling them why. “We are the first generation to seek purpose,” she says. “People now say ‘who are you, what do you do and what do you stand for?’” Eric Wilson also reiterates the importance of having a purpose, as well as composing what exactly the brand stands for in a concise pitch. As a director, he says he often hears very generalized pitches, and this is recognizable and therefore the company is not considered for a feature by the magazine. He urges to cater to the specific company you are approaching and, in general, make clear the vision of the brand. Outdoor Voices have certainly solidified its identity, which is the reason for much of their success in this competitive market.
So what’s next for this activewear powerhouse? Watch out LuLulemon, Tyler says she wants Outdoor Voices to be the next big activewear brand. Come July, OV will be doing a collaboration with the French ready-to-wear brand, APC. The collection will feature 24 pieces in OV materials and APC silhouettes to 66 APC stores, the 2 OV stores and online. Speaking of stores, Outdoor Voices will be opening three more this year in Minneapolis, San Francisco and Dallas. Tyler stresses that OV is not a “New York and LA brand,” rather she seeks the “second tier cities” that have a great quality of life, young fresh talent and the same recreational energy that the brand is centered around. Is Atlanta in the future? Who knows, but we wish! Regardless, we will all have our eye out for this booming activewear brand as it wins the hearts of people from all walks of life. Here’s to #DoingThings with your Outdoor Voices.
Quotes to pull out:
The importance of a brand is based on “distinct product, unique culture and a compelling mission”.
“We are the first generation to seek purpose. People now say ‘who are you, what do you do and what do you stand for?’”
