Alo Expands Into the Luxury Handbag Category

For years, Alo’s tie-dye bag was a staple amongst celebrities, fitness enthusiasts and more. And now, the Los Angeles-based wellness company is expanding on its elevated offerings — the brand launches the first of its luxury handbag line on Sept. 9.

Designed in L.A. and handcrafted in Florence factories, the first iteration will feature four silhouettes made from Italian calfskin and suede, in the hues of black, brown and mahogany. Each bag also includes a hand-selected Alo crystal. The bag collection includes the Voyage Duffle, Odyssey Bowler, Tranquility Tote and Balance Bucket, with prices ranging from $1,200 to $3,600.

Danny Harris, cofounder and co-chief executive officer of Alo, told WWD that its “community was already pairing Alo with designer bags,” making the launch of its own collection a “natural extension” of the brand.

Alo said this category expansion continues to align with its brand ethos of wellness is luxury. It also noted that this launch marks a “pivotal moment” in the brand’s transition from a leader in the activewear space to becoming a multicategory luxury brand.

“At Alo, we believe the future of luxury is wellness, and these bags represent an entirely new category — luxury accessories designed to support your wellness lifestyle. This launch speaks to the customer who doesn’t want to compromise — she’s deeply into wellness but also cares about fashion. With these bags, she doesn’t have to choose — they blend both worlds,” Harris explained.

Alo first made its foray into the world of luxury when it debuted its Alo Atelier collection in 2021, which featured limited-edition pieces. The successful launch of this expansion and demand from consumers signaled to the brand that its community was seeking out elevated and design-forward styles to shop.

“Our iconic tie-dye tote became more than just a bag; it became a badge of belonging, a cultural symbol for a community that shares the same values,” Harris said. “This bag collection is the next step in that evolution — a bridge between fashion and wellness, designed with the same energy that made those earlier pieces so iconic.”

Abby Gordon, chief officer of design and merchandising at Alo, shared that the brand approached the design practice with the “same meticulous care [it] brings to every collection.” She explained that the bag silhouettes were selected for both style and versatility.

When selecting the handbag materials — responsibly sourced calfskin leather and suede — longevity and quality were of utmost importance. The bags also have detailed designs, such as hand-painted edges, custom-forged hardware and removable pouches. Gordon noted that these design choices were made by Alo with “wellness-driven intention” to align with its studio-to-street lifestyle philosophy while expanding into the luxury market.

Notably, the crystals — which are one of Gordon’s favorite design elements — were added to the bags to personalize and make them “as meaningful as they are functional.” Bags for the first iteration will come in Smoky Quartz, known for grounding and protection or Citrine, known for abundance and creativity. The crystals are custom set in metal hardware and match each silhouette to give its wellness-focused customers an intentional bag accessory — they’re not just another bag charm.

“The inspiration [for the bags] came from our community’s studio-to-street lifestyle — a way of living that is rooted in wellness, quality and intention,” Gordon said. “With the bags, that meant creating pieces that showcase craftsmanship and elevated design, while staying true to the mindfulness at the heart of our DNA. We asked ourselves: what does our customer need to move seamlessly through the day — from the studio, to coffee with friends, to the office? The result is a collection of luxury bags that not only complement their lifestyle but also reflect the purpose and balance they live by.”

Gordon noted that heritage houses have been defining the luxury space through artisanal craftsmanship, while wellness brands thrive off of building community and lifestyle. By fusing luxury craftsmanship with wellness, Gordon said the brand sits in a unique position of fusing these worlds together. “What truly differentiates us [amongst the luxury market] is the integration of our wellness DNA — bags designed not only to be carried, but to carry meaning.”

The launch of the bag’s global campaign, which was shot by Steven Miesel, for the new purses will be unveiled in September.

Alo’s limited-launch bags will be sold at its 23 Alo Sanctuary global stores such as Beverly Hills, New York’s SoHo, London’s Regent Street, Aspen and Seoul’s Dosan Park. To meet demand, Alo said it will also be hosting private appointments and limited preorder access at its flagships at the beginning of September.

“Luxury is about experience,” Harris said. “You can’t feel the weight of the leather or see the craftsmanship through a screen — you need to hold it, experience it and connect with it. Each bag should feel like it was discovered, intentional and personal.”

Looking ahead, Alo will expand on this new category in the winter of this year. The brand will launch mini styles as a complement to the full-sized pieces and a new array of collectible crystals in rose and clear quartz for customers to personalize their bags. The brand will also give customers the option to purchase individual Alo crystals for bag personalization.