In some circles, the wild popularity of yoga has turned the centuries-old practice into a forum for bragging about gravity-defying inversions and fashion over function (see: last year’s media maelstrom over Lululemon’s see-through leggings). But the New York–based brand Yogasmoga is on a mission to bring yoga back to its humble roots—without sacrificing style.
Opening its first San Diego location this month in La Jolla’s La Plaza shopping center, Yogasmoga curates its own line of tanks, tees, leggings, and other apparel and accessories that come in solid hues as well as multicolor splashes in its Rangoli collection.
Started by siblings Rishi and Tapasya Bali, who were born and raised in the foothills of the Himalayas, Yogasmoga is committed to honest branding. All pieces are made in the U.S. with eco-conscious dyes and proprietary moisture-wicking fabrics. Ad campaigns feature real yogis in raw images sans Photoshop (pictured above). Adjacent to the retail space is Yogasmoga Next Door, a community space that hosts yoga classes and events with local juice, coffee, and tea vendors, so you can savasana, sit, and stay a while.
7863 Girard Avenue, La Jolla.
Yogasmoga Keeps it Real in La Jolla
