By  on March 29, 2012

Outspoken as he is known to be, Russell Simmons’ latest mission is to bring yoga to the masses via Tantris, a new lifestyle brand.

His company, Simmons Design Group, has inked a multiyear licensing deal with Gaiia Enterprises Global Ltd. — owned by Great Joy Trading Ltd. — to develop Tantris, which will include categories such as women’s and men’s activewear, meditation beads, yoga mats, pillows and scented candles. Once the collection is carried in 300 to 400 department stores, specialty stores, health clubs and spas, Simmons’ focus will turn to opening freestanding Tantris stores, yoga studios, juice bars and even a vegan restaurant. Capitalistic as this may be, Simmons insisted during an interview Thursday that the business is driven by his passion for yoga.

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