It’s time once again for the seemingly age-old question of denim trendiness versus athletic comfort. The answers include a hybrid combination of both that doesn’t always make the mark. But Eric Wazana, Founder and Creative Director of Yoga Jeans, has a tried-and-tested, Canadian-born answer. And his product has women all over North America, and soon Europe, comfortably and stylishly swooning. “The word Yoga in our Yoga Jeans brand embodies the science of movement of the human body,” Wazana says. “It defines the intimate relation between the mind, body and soul. Our jeans are like a second skin that fit within all lifestyles. Yoga Jeans offer the freedom of movement and balance in your everyday life.”
Producing everything in a sustainable, responsible manner in Canada allows Yoga Jeans to offer customers peace of mind. “We control the whole manufacturing process,” Wazana continues. “We are able to do so by producing responsible jeans in St-Côme Liniere Beauce, a historical manufacturing town in North America. Being made in Canada, we have some of the most restrictive environmental laws in the world. By using the latest technology available, we offer our loyal following the choice to support and buy from an ethical and sustainable brand. In addition, the water used to make our jeans is treated and reused thanks to ozone technology. Traceability is also very important to us and thanks to our local manufacturing facility, we get to know and value each of the workers that sew even the tiniest stitch on our product. We also think that sustainability goes hand in hand with preserving and growing locally, which will continue to be a core value of our brand.
“We have consistently managed to grow our tribe year after year by staying true to our customers needs and offering the latest trends in fashion.” Take, for example, the Yoga Jeans wide leg crops in 90s open ended denim weaves. This reworking of that decade’s classic look adds in 2018 comfort and wearability with the use of T400 stretch yarns, infused with Lyocell. This is key as it keeps the rigid look of this particular denim style while adding in the ease of movement that the contemporary customer demands.
With a variety of sizes, including the elusive plus size category, Yoga Jeans design to flatter every body type from Canada to the United States and now, finally, Europe. “We have just launched our Yoga Jeans spring collection in some of the chicest boutiques in the Netherlands (Vandijk, Leurink, and Van Zuilen to name a few),” says Wazana. “As we are entering the European market, we are heavily investing in research and development in order to create denim with the best speed to market, without compromising our core values or quality.”
Wazana aims to excel in Europe and, soon, the coveted men’s market, too. Boulder Denim, a version of Yoga Jeans for men, will launch across North America in the Spring of 2019, to hand-picked retailers. It all makes Wazana very optimistic about the longevity of jeans. “We feel the future of denim will only get brighter as it’s something that never goes out of style,” he says. “It’s been a closet staple for decades and will always remain so. Locally made products are the future, just like buying local fruits and vegetables, zero carbon footprints will be the currency of the next generation.”