Who Owns Alo? A Clear Guide To Alo Yoga’s Owners And Brand Power

Alo, better known as Alo Yoga, is a private company owned and controlled by its co-founders, not by a big public sportswear giant. Legally, the brand sits under a company called Color Image Apparel, which was founded by Danny Harris and Marco DeGeorge in Los Angeles.

Most people know Alo for premium yoga wear, sleek studio to street outfits, and a huge celebrity and influencer following. When I ask “who owns Alo,” I am really asking who I trust with my money, my values, and my closet. Ownership shapes quality, ethics, and the direction of the brand over time.

In this article, I will explain who owns Alo, how it started, how the company is structured, and what that means if I shop the brand or wish I could invest in it.

Who Owns Alo Right Now?

Alo is a brand owned by Color Image Apparel, a private company based in Los Angeles. Color Image Apparel was founded by Danny Harris and Marco DeGeorge, and they remain the key people in control of the business.

There is no single public parent company like Nike or Lululemon behind Alo. If I look for Alo on the stock market, I will not find it. Color Image Apparel owns Alo as one of its labels, and the founders run the company without a larger sportswear group above them.

Since the company is private, detailed ownership percentages are not public. I do not have access to an exact breakdown of who owns what share of equity. What I do know from public information is that the founders are widely seen as the main owners and decision makers.

Private companies often have minority investors or partners in the background. That might be the case with Alo as it grows. Those details are usually handled in private investment deals and are not shared in full with the public.

So when someone asks “who owns Alo,” they are really asking who controls Alo Yoga as a brand and business. The short answer is that Alo is controlled by its co-founders through Color Image Apparel, not by a big public sportswear parent.

Alo, Alo Yoga, And Color Image Apparel: How They Connect

The naming can be a bit confusing, so I will keep it simple.

Alo Yoga is the activewear brand I see in stores and online.
Alo is the short name most shoppers use.
Color Image Apparel is the legal company behind the brand.

Color Image Apparel owns and manages Alo Yoga, along with other apparel labels. When I buy a pair of Alo leggings, the tag and website usually say “Alo” or “Alo Yoga,” but the company that holds the brand rights and runs the wider business is Color Image Apparel.

Think of Alo as the stage name and Color Image Apparel as the legal name on the paperwork. Most shoppers never need to think about Color Image Apparel, but it matters when I want a precise answer to “who owns Alo.”

Why Alo Is Not Owned By Nike, Lululemon, Or Another Big Brand

There is a lot of confusion around Alo’s ownership. The styles are in the premium range, celebrities wear the brand, and the marketing has a polished look. It is easy to assume that a company like Nike, Lululemon, or Adidas must own Alo.They do not.

Alo is independent. It is not a sub-brand of Nike, it is not part of Lululemon, and it does not sit under any other major public sportswear company.

Instead, Alo competes with those brands. It fights for the same customers, studio instructors, and influencers, but it does so under its own founders and leadership team.

For me as a shopper, this means that when I compare Alo to Nike or Lululemon, I am not comparing sister brands inside one big group. I am comparing separate companies with different owners and different goals.

Who Started Alo And How The Brand Grew

To understand who owns Alo, I find it helpful to know who started it and why. Alo did not come from a giant corporate lab. It started in Los Angeles with two founders who cared about yoga, style, and better fabrics.

Meet The Founders Behind Alo: Danny Harris And Marco DeGeorge

Alo’s founders are Danny Harris and Marco DeGeorge. They are the key people who own and run the company through Color Image Apparel.

Both men had experience in apparel before Alo. They were not random newcomers. They understood clothing production, fit, and the business side of fashion. At the same time, they shared an interest in yoga, wellness, and a more mindful lifestyle.

Out of that mix, Alo was born. Their idea was simple and strong: create yoga wear that felt technical enough for practice, but stylish enough for everyday life.

Today, Harris and DeGeorge are still involved at a high level. While their exact corporate titles may shift over time, they stay close to brand vision, product direction, and major business choices. In other words, they are not just historic founders, they remain central to who owns Alo and where it goes next.

From LA Yoga Studios To A Global Brand

Alo started in Los Angeles, a city full of yoga studios, wellness culture, and street style. The early focus was on yoga clothing that moved with the body and held up in real practice.

From the start, Alo put a lot of attention on:

High quality fabrics that feel soft but perform during movement
Careful fit that flatters many body types
Modern, city ready styling that works beyond the yoga mat

As athleisure grew and more people wore leggings, hoodies, and sports bras every day, Alo was in a good spot. The brand fit the mood of people who wanted comfort without giving up style.

Social media gave Alo another push. Influencers and celebrities began to wear the brand and share it online. Studio photos, airport outfits, and street looks helped Alo travel far beyond LA.

Over time, Alo expanded into:

Menswear and unisex pieces
Outerwear and loungewear
Accessories and yoga gear
Digital offerings such as Alo Moves classes

Through that growth, ownership stayed with the founding team and Color Image Apparel. Alo did not sell out to a big sportswear group. The brand scaled up while keeping control in the same core hands.

Private Ownership And Outside Investment

Private companies can still take in money from investors. They just do it without listing their shares on a public stock exchange.

In many cases, growing brands accept outside capital from:

Private equity firms
Venture funds
Strategic partners
High net worth individuals

These investors often take a minority share. They can provide cash, advice, and industry contacts. As long as founders keep a majority stake or strong voting control, they still guide the company.

Public details on Alo’s private investment history are limited. This is normal for a private company. I do not have a full list of past deals, and I do not know every investor by name.

What matters for the question “who owns Alo” is control. From public information and the structure around Color Image Apparel, control still points to the founders and their core leadership group, not to a public stock market.

Is Alo A Public Company And Can I Buy Alo Stock?

Alo, through Color Image Apparel, is a private company. It is not listed on any stock exchange, so I cannot buy Alo stock directly as an everyday investor.

Since it is private:

I cannot pull up a stock ticker for Alo
There are no quarterly earnings calls for public shareholders
Detailed financial statements are not posted in the same way as a public company

Ownership rests with the founders and any private investors or partners they have chosen. The public does not trade shares of Alo on open markets.

Why Alo Is Not On The Stock Market

To understand this, I first need to see the difference between private and public companies.

Public companies sell shares on stock markets like the NYSE or Nasdaq. Anyone with a brokerage account can buy those shares. Public companies must report detailed financial data, like revenue, profit, and major risks.
Private companies do not trade on public exchanges. Their shares are held by founders, employees, and private investors. They follow the law, but they do not publish the same full level of financial detail.

Alo sits in the private group. The founders and private investors own the company, and they are not required to share every number with the public.

Brands stay private for many reasons, such as:

More control over long term plans
Less daily pressure from stock price swings
More freedom to test ideas without market noise

That does not mean Alo will never go public. It simply means that today, when I ask “who owns Alo,” the answer is a private ownership group, not millions of public shareholders.

What Private Ownership Means For Shoppers And Fans

Private ownership changes what I can see from the outside, but it also affects daily choices inside the company.

On the positive side, some people like that founders keep control of:

Product quality and long term fit
Brand image and storytelling
Pace of growth and expansion

Founder led brands may avoid short term market panic and focus on a longer view.

On the other hand, private ownership means less public data. I do not get a full picture of:

Exact profit margins
Detailed factory audits across the supply chain
Complete breakdown of spending on sustainability or labor programs

Instead, I must rely on Alo’s public claims, third party reports, and my own research. I can read sustainability pages, look at any certifications, and see how the brand responds to questions.

My decision to support Alo will rest on whether its actions match my values, not on deep financial filings.

Can I Still Invest In Alo In Any Way?

As a regular shopper, I cannot buy Alo stock right now. There is no direct way to hold a share in Alo Yoga unless I am part of a private investment deal, which is usually limited to large or accredited investors.

There are a few indirect paths for advanced investors. For example, if a private equity fund that holds a stake in Alo is part of a wider portfolio fund, then buying that fund gives small exposure. This is complex and not the same as owning Alo itself.

For most people, the main way to “invest” in Alo is:

Buy products if the brand fits my values
Share honest reviews
Support or skip the brand based on its behavior

That is not financial investment advice, it is simply the practical reality when I cannot buy direct stock.

How Alo’s Ownership Affects Brand Values And Practices

Ownership is not just a legal detail. It shapes the feel of the brand, how it treats people, and how it talks about the future.

Alo’s Stated Focus On Yoga, Wellness, And Lifestyle

Alo presents itself as more than a clothing label. The brand’s story comes back to yoga inspired living, mindfulness, and a calm but stylish life.

Key themes in Alo’s marketing include:

“Studio to street” outfits that work in class and in daily life
Comfort that still looks sharp in city settings
Wellness content, events, and experiences

Alo has also grown its lifestyle reach through platforms like Alo Moves, which offers online yoga and fitness classes, and physical spaces that host practice and community events.

Because the founders still lead the company, they can keep this focus tight. They can choose to stay close to yoga and wellness instead of chasing every viral trend in activewear. That does not mean the brand never follows trends. It simply means the center of the brand stays in their hands.

Sustainability, Labor, And Transparency Under Private Ownership

Alo makes public claims about cleaner fabrics, responsible factories, and better production practices. I can read some of these on the brand’s website and official materials.

As a private company, Alo does not share every piece of internal data. I do not see full supply chain reports the way I might with some public groups that release detailed ESG or

sustainability filings.

If I care about ethics and sustainability, I can:

Review Alo’s public sustainability information
Check for any certifications the brand lists
Look for third party reporting or watchdog reviews
Pay attention to how Alo responds to criticism

Ownership itself does not guarantee good or bad behavior. It only tells me who has the power to choose how fast the company improves factories, materials, and policies. In Alo’s case, that power rests with the founders and private owners, not with a large pool of public shareholders.

Celebrity Influence And Brand Image Versus Actual Control

Alo’s presence on social media is hard to miss. Celebrities, fitness influencers, and high profile creators wear the brand in workouts, travel photos, and street shots.

This can create the sense that those faces control the company. In most cases, they do not.

There is a big difference between:

Being the face of a campaign or having a paid partnership
Having real equity ownership and a say in company control

Some celebrities may have small equity deals or special partnerships, but that is not the same as holding founder level ownership or a controlling board seat.

So when I ask “who owns Alo,” I should not confuse fame with control. The real ownership and decision making still sit with Color Image Apparel and its founding team.

Quick Recap: Who Owns Alo And What That Means For Me

At this point, the picture is clearer. Alo is a private brand with founder level control, not a label inside a giant sportswear group.

Key Takeaways About Who Owns Alo

Alo is owned by Color Image Apparel, a private company based in Los Angeles.
Color Image Apparel was founded by Danny Harris and Marco DeGeorge, who still lead and control the company.
Alo is not on the stock market, and there is no direct Alo stock for the public to buy.
Alo is not owned by Nike, Lululemon, Adidas, or any other big public sportswear brand.
Ownership is held by the founders and private investors, not by public shareholders.
Private ownership shapes how fast the brand grows and how much detailed data the public can see.

How Ownership Shapes My Choice To Support Alo Or Not

Knowing who owns Alo helps me judge the brand with more context. I can look at:

Whether I trust founder led control and long term vision
How I feel about the brand’s stance on ethics and sustainability
Whether the price and quality match my budget and standards
How Alo compares to other brands I wear that may be public or part of larger groups

Ownership will not answer every question about a brand, but it gives me a clearer frame. I can decide if I prefer a founder run company like Alo or a large public group, then spend my money in line with that choice.

Conclusion

To answer “who owns Alo” in one clear line, Alo Yoga is owned by Color Image Apparel, a private Los Angeles company founded and controlled by Danny Harris and Marco DeGeorge. There is no larger public sportswear parent behind it.

Behind every well known label there are real people and a specific structure. When I understand who owns a brand, I can read its marketing claims and public messages with sharper eyes and better context.

If I care about ethics, quality, or long term trust, ownership is part of the story. My next step can be simple: review Alo’s public information, compare it to other brands I wear, and decide which companies deserve my support now that I know who actually owns Alo.