You're going to look so dreamy at Yoga Shanti this summer.
New activewear boutique Juja Active will open in Southampton this Memorial Day weekend, with a selection of workout clothes that you can wear for a variety of sweat sessions—but that are primarily from yoga-centric indie brands.
"I've spent a lot of time here, and I really know the yoga community," says owner Jen Russo. "We're really coming from a yoga place."
The opening follows last summer's debut of athleisure shop Bandier, which is right around the corner from Juja (and is now a hotspot with a Manhattan location, too).
Russo has been an investment banker for the past 20 years and practiced yoga for the last 15. She decided to open Juju Active, she says, after noticing a disconnect between great indie yoga brands and the consumer.
So she's stocking under-the-radar brands like Crane & Lion, Red Tiger, and Electric & Rose. And the store has a yoga platform and mat to try them out. Russo has plans for an e-commerce site later this summer and additional locations down the line, but for now, she'll focus on creating a space that resonates with the summer crowds.
"Really, we have a social mission to empower women and girls," she says. "As women, we're already very hard on ourselves. We want to have a positive energy and change the way women view themselves." In the dressing room, and on the mat, we presume. —Jamie McKillop
For more information, visit www.jujaactive.com
(Photo: Juja Active)
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