What Rhone Apparel does

Rhone Apparel is a U.S.-based direct-to-consumer performance lifestyle brand selling premium men's and women's apparel across proprietary collections including the flagship Commuter® (10-year franchise since 2016), Reign, Pursuit, Atmosphere, and Invictus Training on the men's side, and DreamGlow®, Revive™, Mirage, Course to Court, LightSpeed, and Horizon on the women's side. Products use moisture-wicking, breathable, and stretch fabric technologies positioned for versatility between professional and active settings, priced in tiers from $28 basics up to $298 blazers. The brand is headquartered in New Canaan, Connecticut, with a company-owned flagship at New York's Hudson Yards (redesigned in 2025 with a five-fold conversion lift) and distributes via owned e-commerce, physical retail, and selective wholesale.

The business operates on a DTC-first revenue model with three primary streams—direct e-commerce sales on rhone.com, physical retail, and wholesale distribution—supplemented in 2026 by the ReRhone circular commerce platform powered by Archive technology, which monetizes customer returns as verified pre-loved inventory. Marketing is anchored on professional sports partnerships (multiyear NBA global deal announced October 2024; Exclusive Official On-Course Apparel status with the LPGA and Epson Tour announced January 2024), athlete ambassadors (Lilia Vu, Lauren Hartlage, Kevin Love), and a content platform built around mental fitness and the "12 Pursuits by Rhone" series. Funding history totals approximately $37M across rounds from 2014 through 2025, with prior investors including L Catterton, Clearstone, Alumni Ventures, Ethos Family Office, and Point72 Ventures.

Rhone serves active professional and lifestyle consumers seeking apparel that transitions from work to athletic use, with secondary audiences in golf, tennis, fitness, and women's performance—segments the brand is actively expanding into, targeting women's at 50% of revenue. Recent operational additions include a Chief Operating Officer (Matthew Wallace, appointed November 2025) to support scaling of women's, retail, and resale initiatives, and an AI-powered styling assistant on the e-commerce site.

Name

Rhone Apparel

Legal name

Rhone

Website

https://rhone.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Rhone Apparel is a U.S. direct-to-consumer performance lifestyle brand selling premium men's and women's apparel through owned e-commerce, retail stores, and wholesale, with flagship franchises Commuter®, DreamGlow®, and the new ReRhone resale platform.

Ownership category

akta.pro rank

Product category

Performance Apparel

NAICS

Sporting Goods Retailers (45911), Apparel Manufacturing (315), Sporting and Athletic Goods Manufacturing (339920)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Golf & Tennis Performance Apparel (CRAAAEAF), Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

Keywords

• Performance apparel
• Men's clothing
• Women's activewear
• Athletic lifestyle wear
• Direct-to-consumer fashion

Headquarters

HQ city

New Canaan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue channel through owned online storefront at rhone.com, selling men's and women's performance apparel directly to consumers
2. Physical Retail Stores: Revenue from company-owned retail locations including redesigned Hudson Yards flagship store showing five-fold increase in conversion rates
3. Wholesale Distribution: B2B sales through wholesale partners for broader distribution
4. ReRhone Resale Platform: Brand-owned circular commerce initiative converting customer returns into verified pre-loved resale inventory, creating new revenue stream from existing product returns

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Rhone Apparel designs, manufactures, and sells men's and women's performance lifestyle apparel — including shirts, pants, polos, hoodies, jackets, shorts, dresses, and accessories — engineered with proprietary technical fabrics to transition seamlessly between professional work environments and active pursuits. The flagship is the Commuter® Collection, and the brand has expanded into women's apparel, golf and tennis apparel, base layers, and outerwear via collections such as DreamGlow®, Revive™, Pursuit, Reign, Atmosphere, Course to Court, LightSpeed, Mirage, and Horizon.

Product overview

Rhone Apparel is a DTC performance lifestyle brand offering men's and women's apparel across multiple collections. The men's line centers on the flagship Commuter® Collection (shirts, pants, shorts, polos, outerwear), supported by Reign (lifestyle tees), Pursuit (athletic shorts/pants), Atmosphere (premium tees), Invictus Training (workout gear), and C.O.R. (underwear). The women's line features DreamGlow® (versatile lifestyle), Revive™ (active performance), Mirage (outdoor/lifestyle), Course to Court (tennis/golf), LightSpeed (court sports), and Horizon (everyday elegance). The company operates the ReRhone resale platform (brand-owned circular commerce), maintains LPGA and NBA partnerships, and sells e-gift cards. Products span performance fabrics for athletic activities, lifestyle wear for work/everyday, and technical outerwear—positioning as performance apparel 'fit for progress.'

Differentiator

Problem solved

Functional benefit

Products and services

• Commuter® Collection The flagship performance lifestyle collection featuring versatile shirts, pants, shorts, polos, and outerwear designed to transition seamlessly from work to everyday activities, made with technical fabrics for comfort and style.
• Reign Collection Lifestyle-focused men's collection featuring premium tees and casual tops designed for everyday wear with a refined aesthetic.
• Pursuit Collection Performance-focused men's athletic shorts and pants designed for training and active pursuits with technical fabric features.
• Atmosphere Collection Men's premium tee collection featuring soft, breathable fabrics suitable for everyday comfort and light activity.
• DreamGlow® Collection (Women's) Women's performance lifestyle collection featuring versatile tops, joggers, and outerwear designed for studio, travel, and everyday wear with soft, comfortable fabrics.
• Revive™ Collection (Women's) Women's activewear collection featuring leggings, sports bras, and tops with performance fabrics, including pocketed options and anti-odor technology.
• Mirage Collection (Women's) Women's outdoor and lifestyle collection featuring anoraks, jackets, shorts, and pants designed for versatility from outdoor activities to everyday wear.
• Course to Court Collection (Women's) Women's athletic collection designed for tennis and golf featuring sport-specific pieces like polo shirts, skorts, and dresses with performance fabrics.
• LightSpeed Collection (Women's) Women's performance tennis and court sports collection featuring dresses, tanks, and court-specific activewear.
• Horizon Collection (Women's) Women's lifestyle collection featuring dresses, trousers, shorts, and crop pants designed for everyday elegance and versatility.
• Invictus Training Collection Men's performance training collection featuring workout-specific tops, tanks, shorts, and hoodies designed for intense training sessions.
• C.O.R. Collection Men's underwear and base layer collection featuring boxer briefs, trunks, and active underwear with performance fabrics.
• ReRhone (reRhone) Resale Platform Brand-owned resale platform offering verified pre-loved Rhone apparel sourced from customer returns. Partners with Archive technology for product verification and Tersus Solutions for inspection and repair; unsellable items are donated to Soles4Souls.
• Commuter® Pro Line Premium extension of the Commuter collection featuring higher-end men's pants, trousers, blazers, and five-pocket styles with refined tailoring and advanced fabric technologies.
• E-Gift Card Digital gift cards available in denominations of $25, $50, $75, $100, $150, $200, $300, and $500, redeemable online at rhone.com or in any retail store.
• Rhone Pro Program Professional program for stylists, influencers, and fitness professionals offering discounts and partnership opportunities.

Quantifiable outcome

• Five-fold conversion rate increase at Hudson Yards flagship store following redesign
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• ArchivecoreTechnology or Integration · 28 January 2026Technology platform partner powering ReRhone, Rhone's brand-owned resale destination. Archive provides the technology infrastructure for authenticated pre-loved gear resale.
• Tersus SolutionssupportingImplementation/ SI/ Consulting Partner · 28 January 2026Product inspection, cleaning, and repair services for ReRhone resale program, ensuring quality standards for verified pre-loved items.
• Soles4SoulssupportingOthers · 28 January 2026Nonprofit partner for ReRhone program receiving unsellable items, supporting brand sustainability and circular commerce goals.
• NBAcoreGTM or Marketing Partner · 15 October 2024Multiyear global marketing partnership announced October 2024 involving campaigns about mental and physical well-being, featuring NBA player Kevin Love. Rhone introduced NBA-branded apparel and collaborated on content promoting mental fitness.
• LPGA (Ladies Professional Golf Association)coreGTM or Marketing Partner · 21 August 2024Exclusive Official On-Course Apparel Partner of the LPGA and Epson Tour, building on January 2024 partnership announcement. Signed LPGA Tour athletes Lilia Vu and Lauren Hartlage to contribute to women's golf product development and content series.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Tracksmith: Tracksmith is a DTC premium performance apparel brand serving active lifestyle consumers with technical fabrics and refined design. Tracksmith shares Rhone's premium positioning, DTC-first approach, and active professional target customer.
• Mack Weldon: Mack Weldon is a DTC men's basics and underwear brand targeting similar premium, design-conscious male consumers with everyday technical apparel. Both brands compete for the modern professional man's apparel wallet with quality and convenience positioning.
• Vuori: Vuori is a DTC premium performance and active lifestyle apparel brand targeting similar active professional and athleisure consumers as Rhone. Both brands emphasize versatile, premium fabrics positioned for work-to-workout use cases, with overlapping price points and growing retail footprints.
• Outdoor Voices: Outdoor Voices is a DTC activewear brand targeting similar active lifestyle consumers with technical apparel. Both brands focus on versatile performance apparel for everyday activity and share a digitally-native, premium positioning strategy.
• Public Rec: Public Rec is a DTC everyday performance apparel brand with a similar active-professional target customer and DTC-first approach. Both brands emphasize comfortable, versatile apparel that bridges work and leisure settings.
• Cuts Clothing: Cuts Clothing is a DTC premium performance basics brand targeting similar male consumers with high-quality tees and activewear. Both brands compete for the modern active professional male consumer with premium, technical apparel.

Broad incumbents

• Lululemon: Lululemon is the dominant premium athletic apparel incumbent that Rhone is explicitly benchmarked against in Newsweek and Variety rankings. Both compete for the same active-lifestyle consumer with technical performance fabrics and premium positioning, though Lululemon operates at vastly greater scale.
• Athleta: Athleta, a Gap Inc. brand, is a women's-focused premium performance apparel retailer named alongside Rhone in Newsweek's Top 3 Best Athletic Attire Brands. Athleta directly competes with Rhone's women's expansion strategy in the premium active segment.
• Alo Yoga: Alo Yoga is a premium athletic and lifestyle apparel brand with a strong DTC and retail presence. Alo directly competes with Rhone's women's premium activewear positioning and represents a larger-scale competitive threat in the women's category.
• Nike: Nike is the global athletic apparel leader explicitly named alongside Rhone in Variety's Top Golf Apparel Brands. Nike competes across Rhone's categories including performance apparel, golf, and active lifestyle at vastly greater scale and distribution reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RhoneApparel
• Instagraminstagram.com/rhone/?hl=en
• TikToktiktok.com/@rhone
• Xx.com/rhone

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds8 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rhone Apparel