For some, the through line connecting stretchy synthetic sports bras with supple leather handbags may be hard to decipher. But it was not hard to see for the founders of the Alo Yoga.
Known for athleisure attire worn by the likes of Kendall Jenner and Bella Hadid, Alo Yoga is widely releasing a new collection of luxury bags on Sept. 22, almost two decades after Danny Harris and Marco DeGeorge started the brand in 2007.
Alo Yoga’s new bags, which include a duffel, a bowler, a tote and a bucket bag, are made of leather and suede. Each is affixed with a crystal to be used for “intention-setting,” as the brand put it in a news release. Prices for the bags range from $1,200 to $3,600 — putting them on par with certain styles from brands like Bottega Veneta, Balenciaga and the Row. Alo Yoga’s leggings range in price from about $90 to about $170.
“Some people say, Wow, Alo is getting into luxury,” Mr. Harris, the brand’s chief executive, said in an interview. He sees it as the other way around: Alo Yoga, since its inception, has been tied to a lifestyle that more luxury brands are now tapping into.
“The luxury community is more concerned about health and wellness than they are about heritage,” Mr. Harris said. “Just because, you know, perhaps your grandmother wore it or carried it doesn’t necessarily mean that their granddaughter has to do it.”
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