YogaSmoga, the premium athleticwear brand steeped in yoga, said Friday that it had created a design leadership team, based in Manhattan and Boston, near the brand’s production facilities.
Founded by bother and sister Rishi and Tapasya Bali, YogaSmoga operates 11 stores, the majority in California, with units in Connecticut, New Jersey and Westchester. A flagship is slated to open later this year at 10 Bond Street in Manhattan. Along with the stores, there’s a robust e-commerce site, which was the company’s launch vehicle.
“Our design team is instrumental in elevating and developing new technologies and production methods that have allowed us to connect on a deeper level with our consumer, creating solutions for their on-the-go lifestyles,” said Rishi Bali, YogaSmoga’s ceo. “With our design leadership team, we will be able to further enhance our technical product offerings in a fast-growing market segment.”
The team consists of:
Sandy Dalal, who launched his eponymous label in 1997. Over the past 20 years, Dalal has been recognized for a style that balances both sportswear and sophisticated design by marrying unexpected modern perspectives in color, pattern and texture. Dalal oversees design direction, tone and consistency of the YogaSmoga brand. He also provides strategic and creative direction for retail and visuals, Bali said.
Alexa Adams, who spent the earlier years of her career at Helmut Lang, where she was women’s wear designer, and then became the women’s design director at Karl Lagerfeld. Most recently, Adams spent nine years as the cofounder and creative director of Ohne Titel, where she explored the use of technology and craft to create personalized fabrics and unique volumes and surfaces to designs. “Adams’ complex understanding of design will transfer to YogaSmoga, marrying innovative design techniques with the newest fabric technologies,” Bali said.
Judith Labranche, who was senior design director of Reebok, where she helped build a global apparel strategy for the brand, including initiatives and concepts around form and function. “She’s an expert in trend, color, graphics, materials and innovation,” Bali said. “Labranche will provide leadership for YogaSmoga’s strategic roadmap and product blueprints, while adding authentic functional elements to the brand.”