Fashion has always been a way for me to express myself. After working in the fashion industry for nearly a decade, I left to travel the world and got super into yoga, but missed my dog terribly, so eventually moved to SF and became a yoga teacher. During Pride weekend one year, I lay in savasana thinking how everyone, no matter what their identity, should feel confident all day every day. Like a tattoo or how you wear (or don’t wear) makeup, your choice in what you put on your body helps tell your story.

Wearing yoga clothes all day is the dream (I mean, why not? It’s so comfortable!). The freedom to move around is great, but this yoga ‘uniform’ got boring and I didn’t actually feel confident wearing skin-tight leggings everywhere. And with my schedule, hauling around extra clothes to change into was too much work. Who has time anymore to exert energy thinking of more than one outfit per day or time-consuming trips back home before going out again?

Buying something is fun when you want to buy it, not because you feel like you need to buy it. Tired of spending my hard-earned money on clothes that didn't excite me, I started YURIYASA so we’d all have clothes to practice yoga in but also want to wear all the time.

Women’s rights are human rights. A huge reason why I started this business was to use it as a platform for important humanitarian issues through donating a portion of every pant sold to support organizations fighting for women around the world. As the daughter of an immigrant mother who I witnessed navigating through a world where the odds were stacked against her, I understood how much of her potential wasn't able to be realized. The more we all recognize the greatness in Women, there is only one way to go for us all. Up.

I'm excited to go on this journey with you all. Sign up for the mailing list ↓ so you don't miss out on upcoming announcements and news.

Big hugs and love,

Yurina