Founder Marlene Smits URBAN GODDESS

My background is in fashion, journalism and advertising. I have been practicing yoga for 25 years and teaching for over ten. Yoga has always been an important part of my life. My brand was born because I could not find feminine, fashionable and organic yoga clothes, so I decided to make it myself.

We make our clothes in fair certified factories that produce our collections with GOTS (global organic textile standard) fabrics. I visit the factories personally and I think it is very important that the factories have the same ideals as we do. We only use organic fabrics and recycled packaging for the poly bags.
We have a collaboration with the Salvation Army that helps us to recycle old Urban Goddess clothes. The clothes that are still wearable go to people in need, the ones that are not wearable any more, go to a fabric recycling facility which help produce blankets for homeless people, for instance. We also partner with Yoga Gives Back (micro finance for women in India) on special projects.
I work in my office/showroom. It is a nice place, which houses lots of creative companies. It is a vibrant atmosphere with lots of people coming and going. We often get visits from our brand ambassadors, clients and the freelancers that we work with.

I have learnt to accept that there is no such thing as perfect’. I am quite a perfectionist, and there are always things to improve and do better, but you have to keep moving on order to be relevant. You have to be able to let things go, and concentrate on the next project/thing.
To see more of the collection and shop click here