Renu Yoga: Finding an Eco Niche in Yoga
Los Angeles–based private-label manufacturer 9B makes everything from premium denim to maternity wear for other companies. Now, it’s set off on a new project, producing branded yogawear under its own Renu Yoga label.
The line features certified organic cotton as well as eco fabrics such as hemp and bamboo at competitive prices. T-shirts are retailing for $19, pants for $39 and jackets for $50.
“We save a lot of money by testing and developing everything here in Los Angeles, so we can keep the prices competitive,” said company principal Art Rahabar.
The company has been testing the line for about several months on its e-commerce site at www.renuyoga.com. Rahabar said the response has been strong and he will roll out the line to wholesalers this summer. In addition, he will expand with a spa wear series as well as bring in new fabrics such as Lenzig’s Modal.
“We’re trying to develop a niche within a niche. Yoga is branching out to more of a lifestyle category now,” said Rahabar, who established 9B about four years ago.
Rahabar is hoping that consumers will understand the benefits of organic cotton but said it’s going to take time to educate them.
“Most people think of cotton to be a clean, natural fabric, but in fact, it is the most heavily sprayed crop in the world,” he said.
According to trade group Organic Exchange, global organic-cotton sales have increased fivefold over the past four years. Global farming of cotton accounts for more than 10 percent of pesticide use and 22 percent of insecticide use annually. In the United States, the production of cotton accounts for about 25 percent of pesticides used annually, according to the Organic Exchange. The toxic residue from cotton farming kills not only wildlife but accounts for the death of 20,000 cotton workers a year, according to the World Health Organization.
“The move to organic was something as a company we felt was important and is in line with our vision of sustainability,” Rahabar said.—Robert McAllister
