Alo Yoga
Color Image Apparel · United States
Alo Yoga is a Los Angeles athleisure brand founded in 2007 by Danny Harris and Marco DeGeorge and owned by their private company Color Image Apparel. Known for premium yoga wear with a strong celebrity following, it has expanded into skincare, footwear and bags and operates a growing global network of stores.
| Founded | 2007, Los Angeles |
|---|---|
| Founders | Danny Harris, Marco DeGeorge |
| Owner | Color Image Apparel (private) |
| Chief executive | Danny Harris |
| Headquarters | Beverly Hills, California, United States |
| Website | aloyoga.com |
What is Alo Yoga?
Alo Yoga is an American activewear and lifestyle brand headquartered in Beverly Hills, California. It sells leggings, sports bras, sets and outerwear for yoga, Pilates, training, running and tennis, along with men's clothing, accessories and a wellness range covering skincare, haircare and supplements. The company is privately owned through Color Image Apparel, and co-founder Danny Harris is chief executive.
History
Danny Harris and Marco DeGeorge founded Alo in Los Angeles in 2007. The brand grew through social media and celebrity visibility, and opened its first store in Beverly Hills in 2016. It then broadened its offer step by step:
- Alo Glow System skincare in 2020
- The Aspen luxury ski collection in 2022
- Sneakers from 2023
- Alo Atelier formalwear in 2023
- A first handbag line in 2025
Products and positioning
Alo sits in the premium segment of athleisure, competing with brands such as Lululemon. Its products are designed for both studio practice and everyday wear, and the brand places strong emphasis on fit, fabrics and a polished Los Angeles aesthetic.
Business model and distribution
Alo is primarily a direct-to-consumer brand, selling through its own e-commerce site and its stores. By October 2023 it operated more than 50 stores, and international openings since then have included Beirut and Makati in the Philippines in 2025, plus a beach club and boutique in Bodrum. Many of its flagships include spaces for yoga and wellness, extending the brand from product into experience.
Alo Yoga and technology
The brand has experimented with digital formats: its 2022 Aspen collection launch included an NFT offering, according to Wikipedia. It also relies heavily on social media content and influencer marketing to drive demand to its own channels.
Why it matters
Alo is one of the fastest rising examples of a founder-led, direct-to-consumer athleisure brand that has moved into luxury-adjacent categories. Its combination of retail experiences, wellness products and social media marketing makes it a benchmark for brands seeking to turn activewear into a broader lifestyle proposition.
Frequently asked questions
Who owns Alo Yoga?
Alo Yoga is privately owned through Color Image Apparel, the company of its co-founders Danny Harris and Marco DeGeorge. Harris serves as chief executive.
Is Alo Yoga a luxury brand?
Alo Yoga is a premium athleisure brand rather than a traditional luxury house. Its prices are at the upper end of activewear, and it has moved into luxury-adjacent categories such as ski wear, formalwear and handbags.