Gen Z Reacts: Alo's $3,600 Handbag

Alo Yoga built its reputation on sleek athleisure and wellness wear, but the brand is making a bold move into hard luxury. Earlier this month it unveiled a new line of Italian-crafted leather handbags priced from $1,200 to $3,600, including duffles, totes and bucket bags adorned with “intention crystal charms.” Alo’s stated goal: extend its wellness-lifestyle image into traditional luxury territory, offering handcrafted pieces designed in Los Angeles and produced in Florence.

Alo Yoga ©

But when Intersect asked Gen Z consumers what they think, the response was nearly unanimous. In an Unfiltered poll of 383 respondents, just 3.9% said they’d buy the bag and 9.1% said “maybe” — while a massive 86.9% said they’d “never” buy it.

“We’ve Seen Better Bags at Marshall’s”

In dozens of short responses, Gen Z respondents raised the same themes again and again:

• Price vs. Brand Credibility: Many said Alo hasn’t built the luxury heritage or “savoir faire” to justify a $3,600 price tag. “If I were going to invest that kind of money, it would be in a vintage or heritage brand,” one person wrote.

• Quality Concerns: Several noted their existing Alo pieces have pilled or worn out quickly, questioning whether the same brand could deliver couture-level craftsmanship.

• Mismatch With Wellness Roots: Others flagged the mental gymnastics of “fitness couture” at $3,600. “This goes against their brand initiatives promoting health and wellness,” one respondent said.

• Exclusivity and Symbolism: A few respondents saw the bag as excessive and exclusionary, emblematic of a shift where high-brow athleisure and $150 Pilates classes have become the new markers of wealth.

Even those who liked the look balked at the leap in price: “They should have built up to that — I’d be more inclined to buy luggage or a gym bag, but not a handbag.”

The Luxury Leap

Fashion press has highlighted Alo’s Italian sourcing and limited distribution, framing the handbags as a statement of intent. Vogue, Vogue Business and others report that Alo is trying to “redefine luxury” for a generation raised on wellness and self-optimization. The collection includes duffles, totes and bucket bags produced in small runs and sold in 23 flagship “sanctuaries” worldwide.

Still, as our poll shows, the majority of Gen Z isn’t convinced. In a market where consumers can buy Louis Vuitton, Prada or vintage Hermès at similar prices — with decades of built-in prestige and resale value — Alo’s handbags face an uphill climb.

A Message From the Next Generation

For Alo, the takeaway from this Unfiltered moment is clear: quality, storytelling and credibility matter. Without proof of durability, after-sales service or distinctive design, younger consumers see the bag as a status play rather than an investment piece.

At its best, Alo’s move hints at a future where wellness brands can create luxury objects infused with the same “intentional living” they preach. But our poll shows Alo still has to earn that trust. For now, at least, Gen Z isn’t buying it.