Urban Goddess
Urban Goddess is a Dutch yoga wear brand founded in 2013 by Marlene, a long-time yoga teacher. It makes women's yoga, pilates and lounge clothing from certified organic fabrics.
| Founded | 2013 |
|---|---|
| Founder | Marlene |
| Country | Netherlands |
| Certification | GOTS |
| Website | urban-goddess.com |
What is Urban Goddess?
Urban Goddess is a women's yoga wear label from the Netherlands, operated by Urban Goddess/Blissworkz BV. It was created in 2013 by founder Marlene, who has practised yoga for over 25 years and taught it for nearly two decades. She studied at the Fashion Academy in Rotterdam and worked as a journalist for fashion magazines.
History
Marlene started the brand because the yoga wear she found was largely synthetic or, in her view, too hippie in style. Urban Goddess set out to offer clean, natural fabrics with a more contemporary look.
Products and positioning
- Yoga tops, sports bras and long sleeves
- Harem, wide-leg and flared trousers, leggings, capris and shorts
- Collections for pilates, meditation, off-the-mat wear and loungewear
The brand uses certified organic fabrics and is GOTS certified. It works in long-term partnerships with factories that the founder visits regularly; its main factory is fully solar powered. Urban Goddess also offsets its carbon footprint, aims to become carbon negative and offers repairs.
Distribution
Urban Goddess sells through its own multi-currency web shop with international shipping, and runs a reseller programme for retailers and a discount for yoga teachers.
Why it matters
The brand is an example of a niche activewear label competing on material integrity, using organic certification as a core part of its proposition.
Frequently asked questions
Who founded Urban Goddess?
Urban Goddess was founded in 2013 by Marlene, a yoga teacher and former fashion journalist.
What is Urban Goddess yoga wear made of?
The brand uses certified organic fabrics and is GOTS certified.