Alo Yoga is making a bold move into high-end fashion with the launch of a new line of Italian-made leather handbags priced from $1,200 to $3,600. CEO Danny Harris is framing the debut under the campaign “Luxury is Wellness,” emphasizing that modern luxury is shifting away from traditional markers like nightlife and cocktails toward health, mindfulness, and personal well-being. Each bag comes with interchangeable crystal charms meant to symbolize personal intentions, tying directly to Alo’s wellness-focused ethos. The collection will be released through an exclusive concierge-style pre-order system on September 9, with pickup beginning September 22 at Alo’s 23 flagship stores in locations such as Beverly Hills, SoHo, Aspen, and London’s Regent Street. Harris views this as part of a larger strategy to position Alo as a “next-gen luxury” brand that appeals strongly to Gen Z—already 41 percent of its customer base—while competing with traditional luxury houses. Alo’s prior success with its premium Alo Atelier line, which grew revenues 600 percent year over year in 2025, signals demand for elevated offerings. The handbags will be produced in limited colorways with annual price increases to cultivate exclusivity, and Harris expects both praise and criticism, noting that any strong reaction builds brand buzz. Beyond handbags, Alo has plans to expand further into luxury categories like eyewear and fragrance, with flagship retail growth in Paris and other global fashion capitals on the horizon.