Outdoor Voices Is Flirting With the Union Street Athleisure Scene

Photo: Outdoor Voices

Outdoor Voices conquered Instagram with its simple, muted-tone performance apparel. This week, it's bringing its activewear to San Francisco for a blink-and-you'll-miss-it pop-up in Cow Hollow.

If you haven't scrolled past the brand in one of your social feeds, here's the deal: Outdoor Voices isn't targeting the harder/better/faster/stronger crowd. It's focused on creating clothes for people who are "doing things." Sure, that could include a Spin class or a marathon, but it could also include an urban hike or dog-walking.

Could you picture Kim or Kylie in this set? Absolutely.

Unlike all the neon-anchored performance gear on the market, OV comes in muted tones that don't scream "I-just-came-from-the-gym" when you're running around the corner for ice cream. And the company makes lots of monochromatic crop top and leggings sets, if you want to sartorially Keep Up With the Kardashians. 

But back to the pop up.

OV will be hanging at Modern Citizen (2070 Union Street) on Thursday, November 2 from 5-8pm to "celebrate female-founded businesses." For brand devotees, that's far too little time, but rest assured that there are more Outdoor Voices coming your way. The company's store locator page says that San Francisco will be getting its very own OV shopportunity this winter.