Alo Yoga’s CEO Is Pitching a New $3,600 Leather Purse As Wellness

Alo Yoga, known for its $130 leggings, is launching bags with Gucci-level price tags.

The Los Angeles-based athleisure brand is set to launch three leather bags, priced from $1,200 to $3,600, on September 9, per a report by Vogue Business on Thursday.

The bags, shaped like rounded duffel bags and bucket bags but made of Italian-made leather, will also have a crystal bag charm attached, per photos provided to Vogue Business by Alo Yoga.

For comparison, one of Gucci’s most iconic bag collections, the GG Marmont, retails for about $1,400 to $2,850.

Alo Yoga’s cofounder and CEO, Danny Harris, told the outlet that there has been a generational shift in what luxury means today.

“Our community, our culture, is not necessarily going out to clubs and drinking. We’re not hanging out at the café sipping a martini and carrying a handbag,” Harris said to Vogue Business. “We’re at a Pilates studio, or we’re setting an intention in our yoga class and focusing on our health and wellness — and carrying a handbag.”

He told the outlet he was confident some of Alo’s customers could afford more premium products.

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“Our community, we believe, is already carrying some of the name-brand bags, and they would prefer to carry an Alo bag — especially one that is more in alignment with and based on modern-day luxury, as opposed to luxury of what mum or grandma had,” he said to Vogue Business.

The bags will be available for sale from September 22 in 23 of Alo’s stores globally, the outlet reported.

This is not Alo’s first foray into the world of luxury. In 2023, it launched its premium products line, Alo Atelier, which included a $1,400 puffer coat, $748 cashmere pants, and $698 fur jacket.

The brand, seen as a Lululemon competitor, is known for being a favorite of celebrities like Kendall Jenner and Hailey Bieber.

A representative for Alo Yoga did not respond to a request for comment from Business Insider.