Danny Harris is the founder and chief executive officer of Alo Yoga, a brand whose wellness-centric approach to athleisure has made it a favourite of the boutique fitness set, celebrities like Taylor Swift, Hailey Bieber and Gigi Hadid , and, increasingly, the mainstream consumer.
Alo — which stands for air, land and ocean — was founded in 2007 by close friends Harris and Marco DeGeorge, who remain co-owners and co-CEOs. Both had found solace in yoga in coping with different ailments — DeGeorge was recovering from a back injury, Harris was dealing with anxiety. Even then, wellness was already a trend in fashion, and Alo’s rise helped cement the connection, purporting the “studio to street” lifestyle and Los Angeles-centric approach to yoga culture.
It further deepened its fashion ties by presenting a ski collection showcased at New York Fashion Week and serving as the event’s official “wellness partner.” By 2020, it had grown to $200 million in sales and today operates 34 standalone stores, many of which are equipped with yoga or fitness studios.
Going forward, Harris has global aspirations for Alo, which ships worldwide but has only a handful of permanent locations outside the US. “I was in Dubai, and I would say I saw more Alo bags than I saw Chanel bags, and we don’t have a store in Dubai.” said Harris. “Perhaps we are the brand for the next generation.
