Backstory: Troy Eckert started at Volcom, the action sports brand, “on Day One” and spent 20 years there, ultimately becoming its executive vice president of marketing. But in 2010, he needed a break and relocated to Kauai, Hawaii, to surf, work on his yoga practice and spend time with his family. After a few years of relaxation, he moved back to California and started soul searching to see what he wanted to do next. The result? He decided to channel his love of yoga into his next business venture.
Niche: Working with Derek Sabori, another Volcom veteran, Eckert has created a yoga line targeted to men who were once into skate, surf and snowboarding but who have come to appreciate the yoga discipline as they get older.
Key items: The launch collection consists of T-shirts, hats and a beanie, all made in Los Angeles from Recovertex upcycled yarns, as well as a one-off collaboration on a yoga towel with designer Jeff “Yoki” Yokoyama. Yoga shorts, hooded and raglan sweatshirts and French terry shorts are on tap for the next collection. “We’re trickling things out and seeing what response we get from the customer,” he said.
Price points: The T-shirts are $42 while the hat is $32 and the beanie is $23. A tote bag is also $42. The line is available online only at the Kozm web site.
Bonus: The company will donate 5 percent of every sale made to charitable causes, with the Warrior Spirit Retreat, a center in Florida where wounded veterans can go to heal through yoga and other recreational activities, the first recipient.