to get two other apparel brands off the ground. One was a contemporary women's apparel brand called Sammy Jo. The other was a T-shirt startup he'd also called Vuori, the Finnish word for "mountain."To avoid a repeat collapse, Kudla studied his previous two attempts. He'd launched both as side hustles while working a full-time job as an accountant, first at Ernst & Young and later with San Diego-based staffing consulting firm Vaco.
Second, he knew from experience that he might want to throw in the towel and return to his full-time job if Vuori struggled early on. So, aiming to build an activewear brand that could compete with the likes of Lululemon, Kudla quit his job at Vaco and raised $700,000 in a "friends and family" funding round to begin making and marketing Vuori's first products.in less than two years. But without an obvious fallback plan, Kudla felt he needed to double down and find a way for Vuori to make money.
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