Outdoor Voices is one of a few highly visible, female-centered, life-style-adjacent, digital-savvy millennial brands built around a charismatic founder and her story. Other such companies include the cosmetics outfit Glossier, the fashion retailer Nasty Gal or the dating app Bumble. Outdoor Voices (“OV”) is frequently described as an athleisure brand, although Tayler Haney, the founder who was a serious athlete in her teens, hates the term, associating it with clothes that were made for watching TV while occasionally thinking about the gym. “Every product that we make is made to sweat in,” she has said. Yet, OV, similar to Lululemon, appeal to the desire to wear workout clothes around the clock, as Athleisure means different things for different people.

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