It was through the practice of Jivamukti Yoga that Val realised the importance of following a vegan diet, as she was able to understand how we are all connected, and that animals and the planet aren't here solely to serve human beings.
The guidelines that manifest and support the Yogitown label are based on Patanjali’s path to enlightenment, specifically the first limb which refers to the ethical guidelines towards others:
Ahimsa - non-violence; including physical, mental and emotional violence towards others as well as ourselves Causing the least amount of harm: using organic fibres and vegan inks
Satya - truthfulness; living and speaking our truth (without causing harm) the messages in our tees will bring the truth to light
Asteya - non-stealing; not taking what is not freely given specifically the life or freedom of others - our inks are not tested on animals and no beings have been harmed in the process.
Aparigraha - non-greed; possessing only as much as is necessary.
Yogitown exists with the purpose of contributing to the happiness and freedom for all beings.