Fitness movement provokes yoga interest for jean - sportstextiles: Lea SportsTextiles

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Fitness movement provokes yoga interest for jeans brand

25/07/2011
Florida-based Obscene Jeans (OBJE) has signed an option agreement to acquire We Are Yoga, an activewear brand that produces the Wisdom & Co. line of yoga wear.

“The global fitness movement has led to tremendous growth in the market for stylish activewear,” said OBJE chief executive, Robert Federowicz. “It’s a developing luxury market we’re very interested in exploring, and a definitive agreement with We Are Yoga could give us a foothold.”

The We Are Yoga line includes trendy tops, sports bras, pants, shorts and T-shirts. The brand is currently available at stores across the US, but a deal with OBJE could make the yoga wear available in many more markets.

OBJE will have 45 days to conduct a due diligence review toward a transaction with We Are Yoga.

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