About

Vure exists because of my dog.

I spend a lot of time walking my 8 year old golden doodle named Samson. It's already part of my day, so I started looking for ways to make those walks do a little more for me—without turning them into a whole “workout.”

That’s how I found weighted vests. Turns out there was huge benefits to weighted walking too. Felt like it was a no-brainer to give them a go.

The training itself was great. I felt stronger. More engaged. Better overall.
The gear, though, was a different story.

The first vest I ordered showed up from Amazon and immediately felt wrong. It was bulky, covered in Velcro, and looked like something you’d wear if you were headed into a tactical scenario—not a neighborhood walk. I remember joking with my neighbors about how ridiculous I looked. Half the time I found myself explaining, “No, I’m not military… it’s just a workout thing.”

And that bothered me more than it should have.

I loved what weighted walking did for my body—but I didn’t like how it made me feel wearing the gear. Eventually, that disconnect started pulling me away from something that was actually good for me.

That’s when I realized the problem wasn’t the protocol.
It was the product.

I’ve built products before. This one wouldn’t leave me alone.

By trade, I’m a product developer and e-commerce entrepreneur. I co-founded K9 Sport Sack, the world’s best-selling dog carrier backpack. Today, I also run FORWRD, where we make premium pickleball gear like the Court Caddy and Ranger bags.

In every product I’ve worked on, design has had to earn its place—through comfort, function, durability, and how it fits into real life. So once I saw the gap in weighted vests, I couldn’t unsee it.

I pulled my designer in and started sketching what I actually wanted to wear.

Not tactical.
Not bulky.
Not something you feel like you have to explain.

Just a clean, comfortable vest designed for everyday movement.

We built the first sample with my manufacturer—and that’s when things got interesting.

The quiet signal that this might be real

I started wearing the vest on my walks and posting it casually on my personal Instagram. Friends began asking where they could get one. Not because I was selling it—but because they liked how it looked.

So I let people try it.

Then more people.

And almost every piece of feedback sounded the same: “This is the best vest I’ve worn.” More comfortable. Better fitting. Easier to live with. And noticeably better looking.

All of them stopped using their tactical vests altogether when they were testing mine.

So we kept refining. Improving. Listening. Making it better. (Credit due to all my testers!)

Eventually, the design stopped being a prototype and started feeling finished—proven, vetted, ready.

What Vure is trying to be

Vure exists because I believe training should integrate into life—not fight it.

If a product is uncomfortable, awkward, or makes you feel out of place, you won’t use it consistently—no matter how effective the workout is. And consistency is where results actually come from.

I have a suspicion that if a massive athleisure brand ever made a weighted walking vest, it would look a lot like this and also function like this. And maybe that opens up something bigger—an entirely new way for everyday people to think about movement, strength, and longevity.

Maybe people already want something like this.
Or maybe they don’t know they want it yet—because it hasn’t existed.

Either way, this is where we're starting and it's December 18th, 2025.

A note on how I build things

There are a few ideas that guide everything I make.

Excellence isn’t a someday goal—it’s the next five minutes.
I only sell products I’m genuinely proud of.
Things I’d use myself. Things I’d feel good owning.
Make products so good that people have to talk about them.

My north star is simple: make things beautiful, functional, durable, and comfortable—and worth wanting.

I believe in doing your best, competing to win, and being honest along the way.

The things we put into the world say something about us. 

Vure is my way of making sure that at least something is said well.

We’ve placed our first production order. Pre-orders are open. And we’ll see where this goes.

Either way, I’m glad you’re here.

-Grub Bussio, Founder.