YOGA ARMY
Written by Yvette N. Coleman
“Yoga Army has a message, a story.
There’s so much more than just designing
clothes. So much more. But basically It’s
the new Ying-Yang for the West. Yoga meaning peace
and awareness. Army meaning standing up for what
you believe in and remaining true to those beliefs.
It’s also my homage to Ry, George &
Jim,” says Sebastian of Yoga Army.
Sandy and Sebastian met at the UCLA Anderson
School of business. At the time Sebastian produced
one of the largest Hollywood industry screenwriting
seminars. Students and the Hollywood elite converged
and there at dinner sat Sandy. “She
sat next to me and one of her cool red slip on
D & G shoes fell off…I reached down
and slipped it back on. It was over…or shall
I say just begun.”
In the 80’s, while Sebastian worked at
a recording studio Ocean Way in L.A he was convinced
to take a yoga class. “The studio was amazing!
From U2’s Rattle & Hum to Barry White,
Red Hot Chilli Peppers, Madonna, Roy Orbison’s
Mystery Girl LP, Elvis Costello’s Veronica
LP, it just doesn’t stop. But I worked a
lot with Ry Cooder on many of the films soundtracks
he composed. One day George Harrison pulled up
in his white Rolls – enters the studio with
John Lennon’s old drummer Jim Keltner. Ry
jokingly said ‘today will change your life’
and they persuaded me to take a yoga class at
the Center For Yoga in Larchmont Village. Next
thing I know I’m living there and running
the place.”
Sandy and Sebastian bring order out of chaos.
They do it all. “Sandy is one of
the most amazing designers I’ve ever known
and seen. She’s an OG Otis/Parsons graduate.
She ‘literally’ can do it ALL. It’s
just amazing. She’s got mean skills and
it’s incredible how she can throw down under
the super intense pressure and situations we work
under which is basically 20 hours a day, 7 days
a week – 365.”
Sandy and Sebastian have brought the aesthetics
of true yoga into designing: flexible, quiet,
durable and strong. They have a collection that
allows the body to feel comfortable and sexy.
Many times women consumers are faced with a great
look on the rack but often it does not translate
into sexy because it’s too tight or makes
her feel self conscious. The collection has a
range of comfortable cutting edge designs with
intricate embroidery, lace, hardware, and crystal
stones. And best of all it’s all MADE
IN THE USA!
How does YOGA ARMY bring awareness to
its collection?
We are really focusing on niche markets. We still
believe that some part of the American psyche
wants and believes in “Made in the USA”
and quality products. Seemingly that concept is
almost dead or has been socially engineered out
of society. Everything is fast, cheap with little
to no quality. Nobody cares anymore. We do what
we do but you have to look, want it and ultimately
seek it out. The dichotomy is that Fashionistas
are a real chaos theory in constant motion. They
cannot be controlled. Yoga Army is a catalyst
for their insatiable desires. Like I said, there
are so many deep layers to this onion. Take Sarah
Jessica Parker, it’s amazing how she keeps
pulling back the layers and redefining herself.
What do you think are the biggest trends
right now?
The sculpted origami drapery and ruffles are still
strong because it shows the designer’s technical
prowess. But frankly, we seriously believe the
fashion industry REALLY needs something new and
totally different than what’s going on today.
It’s that gut feeling…and those who
know it…know it…and they won’t
say it. They want to be the first out with it.
What trends are you seriously tired
of?
60’s & 70’s Hippie Summer of Love
looks – if you don’t wear it right,
it could look very sloppy and unclean.
What's next for YOGA Army?
Expand deeper into the American Market and especially
into the European market. But mostly we are looking
to take it the next level and that entails finding
the right investor or partner to help facilitate.
Words of wisdom from Sebastian of Yoga
Army:
Don’t be afraid to work your ass off 24/7
and never give up.
Yoga Army can be found at Fred Segal – Santa
Monica, Stash -Las Vegas, plus 300 other great
boutiques throughout the U.S.A., and now Geneva,
Tokyo and Dubai. The price point is $260-$400.
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