yoga-shmoga was founded by Lucinda van Rooyen in 2009 while living in Dubai. She discovered the practice of yoga about a year previously, as part of her journey into a more healthy and wholesome life and so the story begins…
The creation of yoga-shmoga clothing and accessories was a natural progression for her, using her years of activewear manufacturing and marketing in both South Africa and Dubai.
More and more yoga studios were popping up across South Africa, a trend instantly recognized by yoga-shmoga, who was planning her return to the country and the launch of the label back in her motherland.
Local yogi’s are spoilt for choice when it comes to deciding between the llikes of Kundalini, Iyengar, Vinyasa, Bikram or Hatha styles of practice. They haven’t been spoilt for choice with regards to suitable yoga gear though, and so 2010 saw the arrival of yoga–shmoga’s summer 2010 October in Cape Town, Johannesburg and Knysna. After a year of settling back into the beauty and serenity of the Mother City, yoga-shmoga aims to reach more yogi’s, in more cities and towns alike.
The name yoga-shmoga came from a brainstorm over a bottle of rosè at a pretty Italian restaurant in a South African-constructed resort in Dubai. A tribute to the playful, non-serious and egoed-out personality of a yogalife and everyone’s search for beautiful minds, bodies and souls.
yoga-shmoga should be worn with that playful, humorous outlook, whether youre doing yoga…..or just having a shmoga