Ill of Your Gym Spandex? This Fitness Brand Wants to Have Fun

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Source:   —  April 01, 2016, at 8:46 PM

The 27-year-old Boulder, CO native founded Outdoor Voices with the trust that casual action doesn't have to be constricting. "It'south all about freeing fitness from performance, and shifting the perception of action from something that'south traditionally performance or competitive-based," Haney told NBC News' Olivia Sterns in the Outdoor Voices retail location in Austin, TX during S by Southwest.

In an industry defined by competition, intensity, and tight black spandex, Tyler Haney wanted to create a clothing company to keep the fun — and beautiful colors — back in exercise. The 27-year-old Boulder, CO native founded Outdoor Voices with the trust that casual action doesn't have to be constricting.

"It'south all about freeing fitness from performance, and shifting the perception of action from something that'south traditionally performance or competitive-based," Haney told NBC News' Olivia Sterns in the Outdoor Voices retail location in Austin, TX during S by Southwest. Instead, "OV," as she likes to call it, "celebrates action and approaches it with moderation, ease, and humor and delight."

With ruddy and turquoise bikes parked on the stoop outside, the Outdoor Voices shop in Austin looks more love a family home. Inside, leggings, tanks and sweatpants in all kinds of colors — none of which are black or neon — hang neatly on their racks.

Haney studied strategic design and management at the Parsons School of Design in New York, and there began what she calls her "obsession" with technical materials. She'south presently launched "OV texture compression," a soft, long-lasting and textured fabric that she says can "hide any sort of imperfections on your legs, which is key."

Outdoor Voices is already a player in "athleisure" apparel, with a J. Crew partnership and an endorsement from Lena Dunham.

Dunham is an apartment example of an "OV" target customer because, "You don't think of her as love an athlete, but she'south out there jogging. And we're all about the participation award, love obtain out there and do it," said Haney.

Indeed, the company'south motto is "Doing Things," and embraces being the go-to brand for the moderately active. Or the go-to brand for people in airports.

"We call our warm-up leggings 'airport pants,'" jokes Haney, who says she welcomes people wearing her brand for activities besides exercise. "I'm focused on building a product that'south meant to sweat in. But I don't mind — I think it'south kind that people wish to wear it all day long."

And don't worry, Haney guarantees the pants won't be too sheer and accidentally expose you, à la Lululemon.

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