Outdoor Voices is bringing back its founder, Tyler Haney, which is being dubbed “founder mode.” The apparel brand, established in 2013 by Haney, announced this shift after a notable five-year separation.
In a recent video shared on the brand’s Instagram, Haney expressed her excitement about returning to the role of founder and collaborator. She revealed that she has been developing a new collection over the past nine months. As of the announcement, the brand had removed all previous content from its Instagram, except for this video.
Haney originally stepped down in 2020 amid significant financial challenges facing the company, which reported losses of around $2 million per month in 2019, according to Business of Fashion. In 2021, the brand’s new leadership indicated that Outdoor Voices had returned to profitability for the first time.
While sidelined, Haney was vocally critical of the brand’s direction, stating in a deleted comment that Outdoor Voices had “lost its way.” She also mentioned concerns about the future of their signature Exercise Dress.
After leaving, Haney ventured into new projects, including a plant-based energy drink and a blockchain customer loyalty initiative called TYB. Now back at Outdoor Voices, she plans to refocus the brand on its original mission of maximizing happiness through movement.
The private equity firm Consortium Brand Partners acquired Outdoor Voices in June, aiming to return to the principles that Haney originally emphasized: people, planet, and product. The firm’s president acknowledged the previous challenges but stated that the brand is now healthier than ever.