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Tyler Haney has an ingeniously simple idea: to make understated workout clothes that look like street clothes, and vice versa. The only question is what to call it. “I hate this fucking term ‘athleisure,’ ” says the 27-year-old founder and CEO of Outdoor Voices. “It’s the stupidest thing in the whole world.” Nonetheless, the world has yet to coin a better term for her clothes, which are so soft and light that you’re torn between impulses: Should I dash up the stairs of the Empire State Building? Or lie down—like, right now? Either way, with stores in Austin and New York now open and an A.P.C. collaboration debuting this month, the brand is poised for national stardom. “We want to be the next Nike, the next Under Armour,” Haney says. Until world domination sets in, we’ll do what the O.V. staffers do: take office breaks to play basketball in elegantly designed sweat-wicking workout gear, then throw on a woven A.P.C.O.V. hoodie to go do 12-ounce curls at the bar.
O.V.’s geometrically furnished Manhattan store, opened last year, has the same clean aesthetic as the clothes.
A.P.C. Creative Director Jean Touitou
"I always wanted to do sports apparel, but I cannot do it by myself, because you cannot be good at everything. So why not find a company that’s good at it and has good taste? I’m sure there’s a lot of sports labels out there looking for collaboration, but I wouldn’t even think about it, because I know it would be a permanent argument about the colors."
