The founder ousted from Millennial Athleisure Darling Outdoor Voices has resurfaced: “ We are back, baby ”

“We are back, baby”, Haney said in a coil published on OV Instagram last week. The original outdoor voice said she started working with OV at the end of last year, shortly after a investment capital company bought the brand in difficulty and asked Haney to go home.

It is a full moment on a global mute ride for OV:

• The DTC brand culminated in 2018, five years after its foundation, with legions of millennium fans and an evaluation of $ 110 million.
• Its evaluation dropped $ 40 million at the beginning of 2020. The board of directors then pushed Haney as CEO in the midst of very publicized quarrels.
• OV reported its profitable first month shortly after June 2020, but the overhaul did not last – closed all its stores last year before accepting an acquisition offer to avoid bankruptcy.

NOW…Haney recently told Texas Monthly that she wanted to court the Z generation with more “avant-garde and sexy” sportswear. His return comes at a time when everyone – especially haute couture – athletics, and direct competitors as Vuori and Alo win on the ground.—Ml

This report was initially published by Morning infusion.