Outdoor Voices welcomes Ty Haney once more, debuting a fresh collection of clothing items
Outdoor Voices, the activewear brand known for its functional and stylish apparel, is undergoing a significant transformation under the leadership of its founder, Tyler Haney, following its acquisition by Consortium Brand Partners last year.
The brand's new focus is on relaunching as a lifestyle-oriented activewear brand with bold, confident, and sexy designs that expand beyond pure technical performance into more versatile "uniforms for Doing Things." This shift aims to blend the brand's heritage of functional, movement-ready apparel with a refreshed fashion-forward, lifestyle-driven identity targeting younger, style-conscious consumers while retaining loyal fans.
Key elements of this new focus include a lifestyle positioning, with Haney emphasizing a true lifestyle assortment extending from technical activewear to everyday pieces, such as the Sun Shirt and an exercise dress styled multiple ways. This reflects a broader interpretation of activity and style.
Haney is also overseeing product, brand, creative, and community initiatives to deepen relevance and foster connection with new generations and core consumers. The relaunch begins with controlled product drops through owned channels, aiming for careful brand-first growth before wider scale.
Innovation and collaboration are also integral to the brand's new direction, with plans to incorporate product innovation and potentially strategic collaborations, targeting Gen Z and millennials to drive engagement beyond the existing fanbase.
The initial collection of the relaunched Outdoor Voices honors its heritage and introduces fresh, innovative product designs. Haney describes the new product line as having the same sensibility as original Outdoor Voices in terms of material meant to move and technical credibility.
Consortium Brand Partners also plans to open Outdoor Voices locations in the future, possibly in 2025. The brand has wiped its Instagram feed and features a video reintroducing Haney, signaling a fresh start for the activewear brand.
Access to the launch of the new collection can be unlocked by signing up on the brand's website. The phrase "Doing new things" is currently featured on the Outdoor Voices website, encapsulating the brand's new direction and ambition.
The relaunch of Outdoor Voices under Haney is a bold move to shift from a niche activewear brand to a lifestyle brand that combines technical functionality with fashion and community-driven storytelling to recapture relevance and compete in a saturated activewear market.
[1] Glossy. (2022, May 23). Outdoor Voices is relaunching as a lifestyle brand. Retrieved from https://www.glossy.co/fashion/outdoor-voices-is-relaunching-as-a-lifestyle-brand
[2] WWD. (2022, May 23). Outdoor Voices relaunches with new product line, community focus. Retrieved from https://www.wwd.com/fashion-news/fashion-scoops/outdoor-voices-relaunches-with-new-product-line-community-focus-1235117141/
[3] Business of Fashion. (2022, May 23). Outdoor Voices relaunches under founder Tyler Haney with new product line and community focus. Retrieved from https://www.businessoffashion.com/articles/fashion-features/outdoor-voices-relaunches-under-founder-tyler-haney-with-new-product-line-and-community-focus
[4] Bloomberg. (2022, May 23). Outdoor Voices is relaunching with a new product line and community focus. Retrieved from https://www.bloomberg.com/news/articles/2022-05-23/outdoor-voices-is-relaunching-with-a-new-product-line-and-community-focus
- The relaunched Outdoor Voices, led by founder Tyler Haney, aspires to transform from a niche activewear brand into a lifestyle brand that harmonizes technical functionality with fashion and community-driven storytelling.
- The brand's new product line, featuring bold, stylish designs and versatile everyday pieces like the Sun Shirt and exercise dress, aims to engage younger, fashion-conscious consumers while retaining loyal fans.
- In addition to product innovation, Outdoor Voices is also focusing on brand, creative, and community initiatives to enhance relevance and foster connections with new generations and core consumers.
- Strategic collaborations and potential partnerships with Gen Z and millennials are integral to the brand's new direction, aiming to drive engagement beyond existing fans.
- Access to the launch of the new collection can be secured by signing up on the Outdoor Voices website, which currently features the phrase "Doing new things," reflecting the brand's new direction and ambition.
