With a focus on the beauty of all things natural, Yogasmoga opened its first West Coast store in Brentwood on Nov. 5, hoping to bring a new level of authenticity and quality to yoga-inspired products on the market.
Founded by brother-sister team Rishi and Tapasya Bali, Yogasmoga stocks their own branded products sporting their own fabrics, fabric colors and features, including pill-resistance, shrink- and fade-proof qualities, and the use of eco-friendly procedures.
Tapasya said the brand had been extremely successful on the East Coast, adding she was excited by the buzz around its first West Coast retail experience.
“Opening in L.A. was also a natural extension of our current footprint in the state since Yogasmoga has research and development facilities in California that develop our best in class fabric technologies and follow the most stringent of environmental standards,” Tapasya said.
All of their products are designed, manufactured and sold in the U.S., which leaves a small carbon footprint and allows them to retain detailed quality control over their merchandise, according to the company.
“I am always looking to discover new apparel that can fit my busy lifestyle from the gym to being on-the-go,” commented in-store customer Francesca Albanese. “I love all the colors and interesting design details.”
As well as an active clothing line, the store will also offer juices, yoga classes and community events for the owners’ foundation NAMASKAR, named after a traditional Indian greeting, which was created as the philanthropic arm of the company. The Foundation supports health, education, and micro-lending in the developing world and its economies.
Rishi said he and his sister created Yogasmoga to elevate people’s lives through the deep knowledge, essence and ethos of yoga.
“Born in India at the foothills of the Himalayas, we spent our formative years in the region generally considered to be the birthplace of yoga,” Rishi said. “We aim to bring this respect for the ancient art of yoga into everything we do.”
He said the name Yogasmoga is a nod to their Indian culture where it’s common to rhyme words.
“Yoga is the genesis of our company and smoga refers to things that go with yoga since we hope to bring a little more than just yoga into our customers’ active lives,” he said.
In keeping with the idea of authenticity, Yogasmoga does not Photoshop their promotional ads, reflecting the idea that people are beautiful in their natural state, whatever that may be.
“Yogasmoga is a welcome addition to the Brentwood community,” commented shopper Kellie Logsdon. “We all have been passing by the store for weeks anticipating the opening. The apparel is really high quality with unique designs and stunning colors.”
Shoppers who come to San Vicente Boulevard have an excellent eye for quality, function and fashion, Tapasya explained.
“We are looking forward to suiting their fitness and lifestyle needs with the very best in technical athletic apparel,” Tapasya said.
Sales of yoga apparel has increased by 45 percent in recent years, according to the company, with the founders believing so much in the “athleisure” industry that they quit their Wall Street lives to pursue their dreams.
Rishi said they intend to bring a new level of authenticity and deeper connections with their consumers with the Yogasmoga lifestyle brand and their retail experiences.
“The 2,500 square-foot Brentwood store located front and center on San Vicente Boulevard allows Yogasmoga to showcase our broad product mix for women and men while also taking the retail experience to the next level with free yoga classes, community and wellness events, possibly a juice bar and more,” he said.
Yogasmoga is at 11911 San Vicente Blvd., Brentwood. For more information, call 310.471.9642 or visit yogasmoga.com.
