The YoungLA activewear brand is making waves in the fashion industry. Founded in 2014 by brothers Gurmer and Dashmeet Chopra, the direct-to-consumer label now earns $176 million in annual revenue. Known for blending streetwear and athleisure, it has developed a strong following through limited drops and influencer partnerships.
Gurmer, 33, oversees branding and marketing while Dashmeet, 37, handles operations. The brothers own the company equally and credit their success to testing every product before launch. Half of YoungLA’s revenue now comes from street clothing like jeans and hats, marking its shift from pure gymwear to a lifestyle label.
Born in India, the Chopras moved to the United States after their grandfather’s wish. They grew up in New Jersey before relocating to California, where they began selling items online. Gurmer studied accounting but left an Ernst & Young job after eight months. The brothers’ early ventures in reselling soccer jerseys and vape cartridges generated nearly $500,000 in 2016.
YoungLA’s first product, men’s gym shorts, appeared on Amazon in 2017 under their eBay username “Young-LA.” By 2019, their website was attracting 100 orders a day. Partnerships with fitness influencers on Instagram and TikTok helped the brand surge during the Covid pandemic, boosting sales from $6 million in 2020 to $35 million in 2021.
The company’s limited biweekly drops mirror strategies used by Supreme and Gymshark, creating urgency and selling out popular items in minutes. Influencers, including six-time Mr. Olympia Chris Bumstead, earn commissions and salaries for promoting YoungLA products.
In 2022, revenue hit $90 million and climbed to $150 million in 2023. Collaborations with Arnold Schwarzenegger, Tyson Fury, UFC fighters, and Gold’s Gym expanded its profile. Manufacturing in China takes up to nine months from design to release, with collections of 8-10 styles dropping midweek. Scarcity keeps margins high but requires precise stock control.
This October, YoungLA will open its first physical store at Los Angeles’ Westfield Topanga mall. For Gurmer, the brand’s presence is clear—at concerts and public events, he often spots fans wearing YoungLA gear.
