For years, Alo’s tie-dye bag was a staple amongst celebrities, health fanatics and extra. And now, the Los Angeles-based wellness firm is increasing on its elevated choices — the model launches the primary of its luxurious purse line on Sept. 9.
Designed in L.A. and handcrafted in Florence factories, the primary iteration will function 4 silhouettes comprised of Italian calfskin and suede, within the hues of black, brown and mahogany. Every bag additionally features a hand-selected Alo crystal. The bag assortment consists of the Voyage Duffle, Odyssey Bowler, Tranquility Tote and Steadiness Bucket, with costs starting from $1,200 to $3,600.
Danny Harris, cofounder and co-chief govt officer of Alo, informed WWD that its “group was already pairing Alo with designer baggage,” making the launch of its personal assortment a “pure extension” of the model.
Courtesy of Alo
Alo mentioned this class enlargement continues to align with its model ethos of wellness is luxurious. It additionally famous that this launch marks a “pivotal second” within the model’s transition from a pacesetter within the activewear area to turning into a multicategory luxurious model.
“At Alo, we consider the way forward for luxurious is wellness, and these baggage characterize a completely new class — luxurious equipment designed to help your wellness way of life. This launch speaks to the client who doesn’t wish to compromise — she’s deeply into wellness but additionally cares about vogue. With these baggage, she doesn’t have to decide on — they mix each worlds,” Harris defined.
Alo first made its foray into the world of luxurious when it debuted its Alo Atelier assortment in 2021, which featured limited-edition items. The profitable launch of this enlargement and demand from customers signaled to the model that its group was looking for out elevated and design-forward kinds to buy.
Courtesy of Alo
“Our iconic tie-dye tote turned greater than only a bag; it turned a badge of belonging, a cultural image for a group that shares the identical values,” Harris mentioned. “This bag assortment is the subsequent step in that evolution — a bridge between vogue and wellness, designed with the identical power that made these earlier items so iconic.”
Abby Gordon, chief officer of design and merchandising at Alo, shared that the model approached the design follow with the “similar meticulous care [it] brings to each assortment.” She defined that the bag silhouettes had been chosen for each model and flexibility.
When choosing the purse supplies — responsibly sourced calfskin leather-based and suede — longevity and high quality had been of utmost significance. The baggage even have detailed designs, akin to hand-painted edges, custom-forged {hardware} and detachable pouches. Gordon famous that these design selections had been made by Alo with “wellness-driven intention” to align with its studio-to-street way of life philosophy whereas increasing into the posh market.
Courtesy of Alo
Notably, the crystals — that are considered one of Gordon’s favourite design parts — had been added to the baggage to personalize and make them “as significant as they’re purposeful.” Luggage for the primary iteration will are available Smoky Quartz, recognized for grounding and safety or Citrine, recognized for abundance and creativity. The crystals are {custom} set in metallic {hardware} and match every silhouette to offer its wellness-focused prospects an intentional bag accent — they’re not simply one other bag allure.
“The inspiration [for the bags] got here from our group’s studio-to-street way of life — a way of life that’s rooted in wellness, high quality and intention,” Gordon mentioned. “With the baggage, that meant creating items that showcase craftsmanship and elevated design, whereas staying true to the mindfulness on the coronary heart of our DNA. We requested ourselves: what does our buyer want to maneuver seamlessly by way of the day — from the studio, to espresso with mates, to the workplace? The result’s a set of luxurious baggage that not solely complement their way of life but additionally mirror the aim and stability they dwell by.”
Gordon famous that heritage homes have been defining the posh area by way of artisanal craftsmanship, whereas wellness manufacturers thrive off of constructing group and way of life. By merging luxurious craftsmanship with wellness, Gordon mentioned the model sits in a novel place of fusing these worlds collectively. “What actually differentiates us [amongst the luxury market] is the mixing of our wellness DNA — baggage designed not solely to be carried, however to hold which means.”
The launch of the bag’s international marketing campaign, which was shot by Steven Miesel, for the brand new purses will likely be unveiled in September.
Alo’s limited-launch baggage will likely be offered at its 23 Alo Sanctuary international shops akin to Beverly Hills, New York’s SoHo, London’s Regent Avenue, Aspen and Seoul’s Dosan Park. To satisfy demand, Alo mentioned it’s going to even be internet hosting non-public appointments and restricted preorder entry at its flagships at first of September.
“Luxurious is about expertise,” Harris mentioned. “You’ll be able to’t really feel the burden of the leather-based or see the craftsmanship by way of a display — it is advisable maintain it, expertise it and join with it. Every bag ought to really feel prefer it was found, intentional and private.”
Trying forward, Alo will broaden on this new class within the winter of this yr. The model will launch mini kinds as a complement to the full-sized items and a brand new array of collectible crystals in rose and clear quartz for purchasers to personalize their baggage. The model will even give prospects the choice to buy particular person Alo crystals for bag personalization.
