Outdoor Voices welcomes Ty Haney again, unveiling a fresh line of offerings
Outdoor Voices Makes a Comeback Under Founder Tyler Haney
After a tumultuous period that included financial struggles and internal controversies, activewear brand Outdoor Voices is making a comeback. The brand, known for its focus on recreational activities, has been acquired by Consortium Brand Partners and is now under the leadership of its original founder, Tyler Haney.
The acquisition, which took place in June 2024, marked the beginning of a strategic relaunch for Outdoor Voices. Haney, who famously resigned from the brand in 2020, is now back as the founder, owner, and partner. She will oversee product, brand, creative, and community engagement for the revitalized brand.
The new collection, designed by Jessica Guzman (formerly of Eckhaus Latta and Simkhai), is expected to debut on Aug. 4 for Haney's Try Your Best community and Aug. 5 for everyone else. The collection honours the brand's heritage while introducing fresh, innovative product designs. The focus has shifted from typical activewear sets to more lifestyle-driven items such as dresses and skorts, balancing style with functionality. Pricing remains in the $48 to $148 range.
Consortium Brand Partners, who bring operational and financial expertise to support the brand’s revival, aim to differentiate Outdoor Voices in an increasingly saturated market by emphasizing community engagement and creative innovation alongside private equity backing. The relaunch strategy is seen as a calculated attempt to revive the brand’s cultural relevance and navigate past challenges.
The brand, which shuttered its store footprint in 2022, is now positioning itself as a "recreation" lifestyle brand that emphasizes fun, low-stakes movement rather than high-intensity athletic performance. Outdoor Voices' website currently features a sign-up page to unlock first access to the launch.
In 2020, Ashley Merrill took over as chairwoman of Outdoor Voices. The brand's downfall was detailed in a New York Times article, which cited an anonymous letter sent to the board that blamed Haney for seasoned executive departures and called her "spoiled" and mercurial, among other things. Despite these challenges, Haney's return signals a new chapter for Outdoor Voices.
As the brand moves forward, it will be interesting to see how it navigates the competitive activewear market and reclaims its place as a cultural force. For now, Outdoor Voices is encouraging its community to "Do new things" as it embarks on this exciting new phase.
[1] The New York Times: Outdoor Voices Is Back, Under Its Founder Tyler Haney [2] Business of Fashion: Outdoor Voices Gets a Second Act Under Founder Tyler Haney [3] Vogue Business: Outdoor Voices Makes a Comeback Under Tyler Haney
[1] In the saturated activewear market, Outdoor Voices is making a comeback, led by its original founder, Tyler Haney, who is now overseeing product, brand, creative, and community engagement.[2] The fashion-and-beauty industry is abuzz with news of Outdoor Voices' relaunch, as the brand, famed for its recreational focus, aims to differentiate itself by emphasizing community engagement and creative innovation.[3] The lifestyle brand, Outdoor Voices, is positioning itself as a "recreation" brand, shifting its focus from high-intensity athletic performance to fun, low-stakes movement.[4] The relaunch strategy for Outdoor Voices involves balancing style with functionality, as the new collection will feature lifestyle-driven items such as dresses and skorts, in addition to its traditional activewear sets.[5] The brand's focus on community engagement and a calculated attempt to revive cultural relevance will be crucial in its battle to navigate past challenges and reclaim its position in the fashion-and-beauty and home-and-garden markets, particularly in the competitive technology industry.
