The founder has reclaimed her role and reassembled the original team to unveil a fresh take on the brand’s mission, set to launch August 4
Ty Haney is once again the face of Outdoor Voices. After stepping down in 2020 amid financial struggles and leadership tensions, the brand’s founder has reemerged as both a figurehead and the creative force behind a new collection set to drop on August 4. Haney, now back as owner and partner, has spent the past nine months developing the relaunch and has reassembled her original creative team to help shape the future of the activewear brand.
Outdoor Voices, once a rising star in the DTC fitness space known for its “Doing Things” ethos, saw years of turbulence following Haney’s departure. The brand cycled through leadership changes, faced persistent rumors of bankruptcy and eventually closed all 15 of its stores in 2024. It was acquired by Consortium Brand Partners shortly after, joining a portfolio that includes Draper James and Jonathan Adler. Consortium has signaled a potential return to physical stores.
The brand’s digital channels are already teasing the next era. Outdoor Voices’ website now hosts a sign-up page promising first access to the new collection, while its Instagram feed has been wiped clean except for a single reintroduction video featuring Haney. In the video, she reflects on the company’s early days and expresses enthusiasm for reigniting its mission.
“We’re back, baby,” Haney said in the voiceover. “I’m so excited to be reactivating this Doing Things mission.”
Haney describes the upcoming product line as a uniform “for doing things,” grounded in the same technical design principles that made the brand distinctive in its early days. While she promises a more “fashion-y” aesthetic this time around, she emphasizes continuity with the materials, functionality and sensibility of the original OV.
“I was a lot younger when I started this,” she said in the video. “I was a baby girl straight out of college.” The new collection, she says, blends that original spirit with a refined perspective.
