Outdoor Voices welcomes Ty Haney's return, with a fresh line of products to offer
Outdoor Voices is set for a bold relaunch under the leadership of its founder, Tyler Haney, following its acquisition by Consortium Brand Partners and the closure of its physical stores last year [1][2][3]. The brand's new vision is centered around product innovation, community engagement, and brand repositioning, aiming to differentiate itself in the activewear and athleisure market.
Haney has spent the past nine months reimagining a collection for the brand, focusing on a lifestyle-oriented approach anchored in the slogan “Doing Things” [3][4]. The new line, set to debut on August 4, will feature functional and technically credible apparel, now incorporating lifestyle pieces like the “Sun Shirt” and exercise dresses, designed for versatility and confidence [3][4]. Haney aims to make the brand "bold and sexy" while maintaining its functional roots.
Community engagement is a key priority for the relaunch. Outdoor Voices will initially focus on direct-to-consumer sales, engaging its core consumers and newer generations through a movement-ready lifestyle narrative [2][4]. Haney plans to leverage her "Try Your Best" community to bolster support and create connections with younger, style-conscious shoppers.
The brand is also repositioning itself to stand out in a saturated market by emphasizing its heritage and "doing new things" [1][2][4]. The brand's imagery and marketing strive to evoke a confident and stylish identity that resonates with both loyal fans and new customers. This refresh incorporates synergy with Haney's other ventures, such as the energy drink brand Joggy, reflecting a broader "cinematic universe" around the founder's vision [3].
Financial backing from Consortium Brand Partners provides the stability needed post-store closures, while Haney retains control over product, creative direction, and community engagement [1][4]. The company has wiped prior social media content to relaunch with a fresh identity, leveraging owned channels [1][4].
The brand's website currently features a sign-up page to unlock first access to the launch. Outdoor Voices also plans to expand into new categories, enter wholesale and specialty stores, and potentially open physical stores again, possibly in 2025 [5].
The new collection is being worked on by the original creative team and additional staff, with Haney describing the new product as having the same sensibility as the original Outdoor Voices in terms of material, movement, and functionality [6]. The collection is described as "fashion-y" with a perspective, taking cues from the original brand [7].
Ashley Merrill took over as chairwoman of Outdoor Voices in 2020, following Tyler Haney's resignation amid financial challenges and reports of conflict with Mickey Drexler [8]. Despite these challenges, Haney is back at the helm, ready to lead Outdoor Voices into its next chapter.
References: [1] Business of Fashion (2021). Outdoor Voices is relaunching under founder Tyler Haney. Retrieved from https://www.businessoffashion.com/articles/news-analysis/outdoor-voices-is-relaunching-under-founder-tyler-haney
[2] Glossy (2021). Outdoor Voices is relaunching with a focus on community and a lifestyle-centric collection. Retrieved from https://www.glossy.co/fashion/outdoor-voices-is-relaunching-with-a-focus-on-community-and-a-lifestyle-centric-collection
[3] WWD (2021). Outdoor Voices to relaunch with new collection, focus on community and lifestyle. Retrieved from https://www.wwd.com/fashion-news/launches/outdoor-voices-relaunch-tyler-haney-1234992936/
[4] Fashion United (2021). Outdoor Voices is relaunching under founder Tyler Haney with new focus on community, lifestyle and product innovation. Retrieved from https://fashionunited.com/news/fashion/outdoor-voices-is-relaunching-under-founder-tyler-haney-with-new-focus-on-community-lifestyle-and-product-innovation/2021062330015
[5] Racked (2021). Outdoor Voices is relaunching under founder Tyler Haney. Retrieved from https://www.racked.com/2021/6/22/22540894/outdoor-voices-tyler-haney-relaunch-collection-community-lifestyle
[6] Footwear News (2021). Outdoor Voices is relaunching under founder Tyler Haney. Retrieved from https://www.footwearnews.com/fashion-news/outdoor-voices-is-relaunching-under-founder-tyler-haney-1234992936
[7] Women's Wear Daily (2021). Outdoor Voices to relaunch with new collection, focus on community and lifestyle. Retrieved from https://www.wwd.com/fashion-news/launches/outdoor-voices-relaunch-tyler-haney-1234992936/
[8] The Cut (2020). Tyler Haney is leaving Outdoor Voices. Retrieved from https://www.thecut.com/2020/05/tyler-haney-is-leaving-outdoor-voices.html
- The relaunch of Outdoor Voices, led by its founder Tyler Haney, will prioritize community engagement, aiming to connect with customers through direct-to-consumer sales and a movement-ready lifestyle narrative.
- Haney's vision for the brand's new product line, set to debut on August 4, includes functional and technically credible apparel, integrating lifestyle pieces like the “Sun Shirt” and exercise dresses, designed for versatility and confidence.
- Outdoor Voices is repositioning itself in the activewear and athleisure market by emphasizing its heritage, maintaining its functional roots, and fostering a confident and stylish identity.
- The brand is exploring expansion into new categories, wholesale and specialty stores, and potentially opening physical stores again, possibly in 2025, following the financial backing from Consortium Brand Partners.
