How do you build a category-defining apparel brand from zero? In this episode of In Search of Excellence, host Randall Kaplan sits down with Joe Kudla, Founder & CEO of Vuori, to unpack the real playbook behind scaling a modern athleisure/performance apparel company.
We cover building a brand from the ground up, market whitespace, direct-to-consumer vs. retail, product-market fit, storytelling, community, leadership, peak performance habits, and how sobriety, mindfulness, and the FILO (first-in, last-out) work ethic shaped Joe’s journey—from accounting and modeling in Milan to launching one of the most talked-about activewear brands.

Chapters:

00:00 Intro — fear vs. confidence; the FILO advantage
02:04 Early years, sports & learning differences → leadership lessons
06:45 Internships that lead to jobs; how to stand out and get hired
11:30 From accounting to Milan: rejection, fit modeling & thick skin
18:52 First ventures → what failed, what stuck, and why
25:40 Building community; why brand is a lived experience, not a logo
31:28 Money milestone & “golden handcuffs” → redefining success
38:12 Clarity, sobriety, yoga & meditation: founder operating system
44:05 Meeting collaborators; the Vuori spark & market whitespace
50:10 Product obsession, positioning, and everyday performance
56:30 DTC vs. retail: distribution, margins, and scale
1:02:18 Hiring, leadership principles, and culture that compounds
1:07:59 Rapid-fire advice for students, job seekers, and founders
1:11:30 Closing thoughts + Joe’s #1 lesson

About our guest — Joe Kudla
Joe Kudla is the Founder & CEO of Vuori, a California-inspired performance apparel brand known for premium fabrics, everyday versatility, and a community-driven approach to product and retail. Joe’s path spans accounting (EY), entrepreneurship, and the fashion world, culminating in Vuori’s growth as one of the most influential athleisure brands of the last decade.


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