The Bite Magazine - Spring/Summer 2026 - Issue 39

bitesunglasses Y ears before yoga or athleisure entered their equation, childhood friends Danny Harris and Marco DeGeorge printed t-shirts for local businesses in Los Gatos, Cali- fornia, while in high school. Their small entrepreneurial spark turned into a screen-printing company after graduation, which eventually became Color Image Apparel, the parent company they founded in 1992. It later evolved into Bella+Canvas, now one of the largest wholesale apparel manufacturers in the Unit- ed States. Following a back injury when he was young, DeGeorge strug- gled with recovery and chronic issues. In the mid-2000s, he turned to yoga to improve his condition, while Harris used it to manage and overcome his anxiety. Both realised that while yoga was transforming their lives, the clothing available wasn’t practical. They wanted gear that could move seamlessly from a Vinyasa flow to a meeting, clothing that felt elevated enough for the street but functional enough for the mat. This desire eventually became the studio‑to‑street thesis of Alo Yoga, the apparel brand the duo founded in 2007. The brand name is the acronym of air, land, and ocean, where the prac- tice of yoga inhabits the air we breathe, the ground we move through, and the water that keeps us fluid. “We wanted to in- spire people into yoga by designing what we believed to be the most exceptional product to practice,” Harris said in a promo- tional video for the brand. Alo originally started with a focused line of stretchy yoga pants and soft tops designed for yoga enthusiasts, before expanding their activewear to include high-performance yet fashion-for- ward yoga apparel during their first decade. In 2015, it shifted from purely functional ‘gym gear’ to a ‘studio-to-street’ model, upgrading to heavier, body-sculpting luxury fabrics, minimal- ist branding, and editorial-style marketing. This ensured that their original apparel could be worn as fashion streetwear. In 2018, the brand launched Alo Moves, a digital subscrip- tion platform featuring thousands of online yoga, fitness, and mindfulness videos. This successfully shifted consumer per- ception from buying clothing to participating in a wellness community. Two years later, they created their first beauty line, the Alo Glow System. The skincare range features facial cleansers, body washes, and serums infused with alma berry, an antioxidant-rich super berry, designed for athletes seeking post-workout skin recovery. After becoming the official wellness partner of New York Fashion Week in 2021, hosting yoga workshops and medita- tion events, Alo debuted its Aspen collection at the following year’s New York Fashion Week. The launch marked the brand’s expansion into high-end luxury performance skiwear, win- ter coats, and heavy outerwear. The collection included ul- tra-puffy, water-resistant puffers, long faux-fur coats, tailored ski suits, and heavyweight, head-to-toe ribbed cashmere sets.