Yoga Line Omgirl Launches Lifestyle Collection
Yoga-based line Omgirl is taking lifestyle dressing a step further in the design direction with the launch of sportswear line Roam by Omgirl.
Owner Meghan Fielding started Omgirl in 1997 with a T-shirt adorned with her original drawing of Buddha. She sold the line while she was working at Yogaworks yoga school in Los Angeles.
Today, Omgirl’s core items are still geared toward workout wear, such as organic cotton/Lycra camisoles and fold-over waist pants, but more than half of Omgirl’s store accounts are ready-to-wear boutiques.
Roam started with the idea of what clothes Fielding would pack for a vacation. She imagined thoughts of “We’re going to Greece for a week. We’re going to be on a yacht. We’re going to a farmers market. We’re going to a spa. We just kind of went through what our week would be like, and we designed from there,” Fielding said.
The active-lifestyle perspective of Omgirl is seen in Roam by Omgirl’s Pima cotton/Modal knit and French terry fabrics. Fielding’s sportswear- driven design; more-sophisticated fabrics; and neutral color palette of heather grays, black and white make Roam by Omgirl look “highend, but you don’t feel fancy in it.”
Key items include a clean, lightweight denim drawstring pant that is a hybrid between a relaxed denim chino and drawstring sweat pant. Zip-up and pullover sweaters in Pima cotton/poly/Lurex French terry feature gathered design details at the neckline and kangaroo pockets. Flowy silk rayon/spandex items—such as a cowl-neck shirt, long skirt and halter dresses— can be dressed up for a night out.
In the production of both of her lines, Fielding strives to be eco-friendly. Roam by Omgirl doesn’t use organic fabrics yet because of the higher cost, but Fielding minimizes her carbon footprint by producing in Los Angeles and sourcing 95 percent of fabrics from local sources. “We’re trying to keep that aspect of the green part of life,” Fielding said.
Wholesale price points range from $54 for a cashmere/Pima cotton hooded vest to $72 for a double-breasted denim jacket and $82 for a silk/rayon/spandex floor-length halter dress.
For more information, contact the Dial M showroom, located in suite 715 of The New Mart, at (213) 627-9811. —Rhea Cortado
