In Amsterdam, Alo Yoga has moved in with stores that the brand itself refers to as "sanctuaries" - at their core, simply places where sportswear, community and brief wellness programs come together. The first store on Wolvenstraat (De 9 Straatjes) opened this summer weekend; a more spacious flagship on PC Hooftstraat is planned for later this year. A place where you don't just buy, but are also briefly stimulated to exercise.
The Wolvenstraat shop is compact but thoughtful: lots of light, neat presentations and a clear focus on fit and materials. Alo is known for leggings-fits that many yogis appreciate, and you notice that reliability immediately when you try something on. The opening weekend (June 27-29) featured short classes, acroyoga acts and wellness activations; it felt more like a small community hub than a standard store.
What makes Alo in Amsterdam exciting is the combination of product and experience. The collection includes leggings, sports-bras, sweaters and accessories, as well as recovery products and small lifestyle items. Materials are soft and functional, focused on comfort during practice and at the same time on street use - exactly the studio-to-street thought that Alo promotes. For those critical of sustainability, Alo communicates material innovations and longer life, though that varies from piece to piece.
Practically, Wolvenstraat is convenient: it's in the middle of The 9 Streets, so combine a visit with the neighborhood. The PC Hooftstraat flagship has yet to open, but promises more space for events, styling and possibly small studio activations; bets are expected on larger programming and special drops there.
"A visit to Alo feels like a short wellness break between canals: quick passes, a quick move, on again."
For those unfamiliar with Alo, the brand is from Los Angeles, builds on yoga culture and sells leggings, sweaters, accessories and grooming products, among other things. In Amsterdam, it fits into a street scene where comfort and style go hand in hand. Feel free to walk in: fitting is relaxed, staff often help with fit advice and you often leave with a new favorite piece - or at least a good impression.