PRESS: Slimming & Health April 2006

POSE OFF

Love yoga but hate the ‘lentil and mung bean’ image? Then get yourself one of these T-shirts and buck the trend. Created as an alternative to the boring pastel and conservative range of clothing currently out there, this kooky range of T-shirts and pants will put a smile on the face of your fellow posers.

PRESS: Ubercool Trend Analysis March 06

YOGA CLOTHING PLAYS FEMALE PUNK

Young women are mainstreaming yoga fashions. A November 2005 Yoga Journal magazine poll found that young women are the fastest-growing segment of yoga newcomers , with the number of 18-to-24-year-olds who practice yoga rising 46% in 2004 compared to 2003.

Morgwn Rimel was bored with the usual yoga clothing fare and started wearing punk rock concert T-shirts to yoga. Based on the interest she stirred, Rimel and fellow Australian yogi Gaylee Butler started Yogurt, a punk-rock inspired yoga line. Do yoga and punk mix? Does anyone really know what time it is?

The founder of Yogurt created a buzz wearing T-shirts emblazoned with slogans like “Bored” or “Poser” to yoga. Yogurt Activeculture was launched in January and lends a decidedly harder edge to a meditative practice.

Expect to see a splintering of yoga clothing as the North American market vaults past 20 million practitioners, bringing more competition for established players like lululemon and Prana.

http://www.ubercool.com/2006/03/18/yoga-clothing-plays-female-punk

PRESS: Who Weekly March 2006

PUNK-ROCK YOGA
Edgy workout gear for an ancient practice

Yoga goes punk in a new line of clothing and accessories, Yogurt Activeculture.

Aiming to create non-conservative workout gear-- without compromising yoga's traditional spiritual principles-- Sydney founders Gaylee Butler and Morgwn Rimel developed the rock-star range for men and women.

'Proactive-wear' pants, tanks and T-shirts are adorned with sitty slogans; 'Empower Tools' yoga mats feature electric guitars.