Fashion

Can This Little Label Ever Play in Lululemon's League?

It's called Outdoor Voices, and it's picking up buzz and funding. Here's the plan.

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By Kim Bhasin

October 14, 2015 at 12:00 PM UTC

This article is for subscribers only.

Workout wear is having a moment. As more people embrace casual clothes in their everyday lives, and athletic brands like Nike and Adidas duke it out with such mass market giants as Gap and Forever 21, new brands are constantly popping up. Investors are scanning for the next Lululemon, a onetime niche yoga-wear maker that has become a $1.8 billion activewear business.

The latest indie brand to attract investor attention is Outdoor Voices, which announced today that it’s raising $7 million in venture funding in a round led by General Catalyst. That brings its kitty up to $9.5 million, not a lot of money for a tech darling but a pretty big infusion for a budding fashion label. Right now, all that Outdoor Voices has is a store in Austin, an e-commerce website, a devoted fan base, and some buzz. It plans to use the cash to open more stores and expand its offerings.