After rolling out mats for nearly 800 yogis in MoMA’s Abby Aldrich Rockefeller Sculpture Garden for last year’s installment, organizers of the Lolë White Tour are hoping up to 10,000 Namaste-ers will take part in its Sept. 2 event in Central Park.
An all-white dress code and online registration are the only requirements for the free class, which will be led by Elena Brower, Colleen Saidman Yee and Rodney Yee. Should they choose to, attendees can find plenty of white yoga pieces in the White by Lolë collection. There were 15 discounted options Friday afternoon on its e-commerce site, including the $60 Banita tank, the $72 Amoda Pants and the $120 Sohni Jacket.
Once they’re limbered up, yogis will catch a live performance by indie pop singer Ingrid Michaelson as well as special guest Donna De Lory (a former Madonna backup singer). Bernard Mariette, president and chief executive officer of the $100 million Montreal-based brand, will also be front-and-center. Yoga isn’t his only lung-expanding pursuit — he has also climbed Mount Kilimanjaro and spoke at the TED x Youth @ Montreal event.
In 2009, Mariette took on the ceo role and invested in Lolë’s parent company Coalision Inc. and with his team updated the product offerings, marketing and distribution channels. The brand’s goal is to be offered in 1,600 points of sale, including 210 concept shops, by the start of 2016, a spokeswoman said. Big on community building, Lolë posts an assortment of meet-ups on its Web site and aims to generate $125 million in annual volume by the end of this year, she said.
In addition to what will hopefully be a greater sense of balance (not to mention brand awareness), participants will go home with a few freebies — a Lolë yoga mat and a goodie bag. While the Lolë White Tour has touched down in Toronto, Paris and Montreal, the New York edition is the only one that is offered at no charge to the public. Lolë will also host one for 1,500 paid ticketholders Nov. 7 at the Santa Monica Pier, before stretching the White Tour to Cambodia next year.