Outdoor Voices is creating a lifestyle, not just a lifestyle brand. The aspirational athleisure brand is as Millennial as it gets with sans serif fonts and color-blocked crop tops. They host events to keep their Brandom #DoingThings (their slogan) together, like yoga or hiking. For founder Tyler Haney, revenue is just a means to an end: “How do we grow a Doing Things community that could be ten times what revenues are…and then, over time, we understand the correct way to get them into product?” (New Yorker)
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