If the story of a Vancouver-based yoga brand setting its sights on global domination sounds familiar, it should—Lululemon practically wrote the book on it.
But there's a new upstart that just might be rewriting it... and adding in a bit of good karma, too.
Meet Karma Athletics, a 13-year-old, north-of-the-border activewear brand that has serious pride in its roots: Not only is everything designed and manufactured in the country, but the company also has (happy-making) ethical production and sustainable sourcing practices. "We practice karma by doing good and feeling good about every word, every action, and every product we contribute to this world," explains e-commerce director Creenagh Flynn.
That ethos looks to be working for shoppers of yoga pants. After flying off the shelves at Canadian yoga studios, Karma nabbed broader distribution via Nordstrom (prices range from about $64 for tops and $92 for leggings). And now, expanding its reach even further, the label is setting its sights on international e-commerce with a new website and global shipping that launched earlier this year.
It's not just a do-gooder attitude that's caught our attention; there's also the fact that Karma takes a subtle approach to of-the-moment fitness fashion trend-inspired details, like mesh, bralettes, and lots of straps. In other words, you won't look like you've stepped straight out of a music video.
As for who is likely to gravitate towards the brand, Flynn describes the Karma woman as being "socially aware and fitness is part of her daily routine. She's a global citizen, an individual who is constantly looking for something new that will improve the world and her daily life." And now she doesn't have to travel very far to get her hands on some good Karma. —Jamie McKillop
For more information, visit karmaathletics.com
(Photos: Karma Athletics)
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