FASHION
YOGA JEANS
Made in Canada
FASHION
EW: Yoga Jeans™ denim
introduced
something
unique and fresh to the
marketplace in 2005 –
when comfortable denim
was not mainstream.
Our fabrics are sourced
from around the globe to
bring to market innovative fabrications without
compromising comfort.
We continuously have our
customers in mind when
developing products for
them.
We use the best cotton
blends and constantly
push to infuse technology in our fabrics. We developed poly wrapped
yarns for ultimate softness & shine. Our weaving
techniques are primarily
uniting a four-way diagonal stretch. This allows you
to bend, twist and move
freely without limitations.
Parvati Magazine spoke with Eric Wazana, co-founder of the Canadian brand Yoga Jeans.
Parvati Magazine: First question, the title. Why Yoga Jeans?
Eriz Wazana: In 2005, we set off to have ‘the’ most comfortable jeans in the world. We figured we would put two words that would never go together – Yoga (flexibility) and Jeans
(often restricting). This unexpected pairing is why the trademark board of Canada was
reluctant to approve our application. They initially pointed out to our lawyers it was misleading. Following a detailed explanation on Yoga Jeans™ denim, all was understood and
approved.
We successfully managed to infuse all our R&D into one jean. The people behind the brand
are a group of talented professionals that put technology, insight, good energies, positive
karma, and creativity all in one melting pot to bring to market, season after season, a jean
that make women feel confident beautiful and at peace
PMAG: What’s different about the fit of your jeans and how did you make that possible?
PMAG: In an age when
jeans are sewn in China or
Bangladesh, you continue to keep making them
right here in Canada.
What made you go this
route and what are the
advantages?
EW: We believe strongly
in local production and
social conscience. We
have strived against all
odds and despite industry standards to adhere to
their principles.
Manufacturing here in
Canada allows us more
creativity and better quality control, but most importantly, it just feels right.
PMAG: What was the
most inspiring experience
you’ve had in bringing
these jeans to market?
EW: Our mission is “to
make women of all ages,
body shapes and walks of
life feels confident, beautiful and sexy”. That being said, my most inspiring
experience would have
to be every single time I
know Yoga Jeans has accomplished just that.
women of any body
shape, and age. We get
to know the customer we
are serving and accommodate them with what
we feel is the perfect fit for
them whether it’s a skinny
black jean to make them
feel thinner or an indigo
bootcut for a leg lengthening effect.
PMAG: What are you most
excited about in your fall/
winter lookbook?
EW: What is most exciting
about the Fall 2015/2016
collection is that it was
streamlined to focus on
classics with textural detail and transitional style.
Textures such as leather
and snakeskin and details
such as distressed denim
in all the right spots. Every
girl wants to add interest
to their denim with little
details!
PMAG: For someone new
to your brand, are there
any particular jeans you
would suggest they start
with?
EW: We have styles and
washes that cater to
Eric Wazana’s passion for denim was sparked when he was a kid who
refused to accept the status quo. As a teenager, every year before
school started his mom would buy him a new pair of jeans. Eric would
immediately start roughing them with sandpaper, making little tears with
scraps of Coca-Cola cans to age them. They weren’t right until they were
comfortable and vintage-looking.
From these early experiments in distressing emerged Eric’s love for
denim and the idea to create a company of his own. His enthusiasm
soon spread to his little brother Jacob and before long the two Wazana
brothers set out to create the most comfortable jeans in the world.