- Sujata Sachdeva |
With the world celebrating the first International Yoga Day, Indian brands such as Proyog, Bhusattva, Moral Fibre, Forever Yoga, Do U Speak Green and Urban Yoga came up with stylish yet comfortable yoga wear. And since international yoga wear sizes don’t fulfill the needs of Indian consumers, these brands wooed them with a range appealing to their sensibilities.
Indians look for fitness or yoga wear that’s not too tight or body-hugging to hide flab underneath. The brands promise to address this issue with a range of organic breathable yoga wear that is both - fashionable and comfortable. Proyog brand launched by Bengalore-based startup Ika Yoga Wear on the International Yoga Day. On the same day, three months old startup Forever Yoga displayed its clothing range at UB City in Bengaluru and at Powai Yogafest in Mumbai.
Mumbai-based Fusion Clothing’s brand Do U Speak Green has unveiled a yoga wear collection that it says is made out of fibres of bamboo and organic cotton. And Shalini Sheth Amin’s Moral Fibre from Ahmedabad supplied a consignment of organic khadi yoga wear to a boutique at the Indira Gandhi International Airport in New Delhi, while she expects to cater to thousands of people, who would practice yoga at Gujarat Vidyapith as part of the yoga day celebrations coming Sunday. And another Ahmedabad-based organic brand, Bhusattva, has designed yoga pants and tops using fibres of bamboo, banana, milk and soyabean protein.
To compete with these specialised brands, intimate wear brands such as Mumbai-based Ashapura Intimates Fashion, which owns Valentine brand, and Noida-based intimate wear brand Clovia, too launched yoga wear collections.