Yogitown was born from an idea to yoke clothing and yoga. The word ‘yoga’ literally means ‘to yoke’ or ‘to join’.
In the beginning there was no name or a clear goal. Val would print tees for her yoga teachers to thank them for bringing light into and uplifting her life.
For many years she had been searching for an inspiration that would give her a purpose to make clothes.
Fast fashion feeds an out-of-control consumerist mentality that is bad for our environment. So many clothes are created too quickly and of a low quality, and they only last for a short time. These clothes are cheap to make because the whole chain of production bears the cost. In the end, it's not worth it because the clothes end up in landfill too soon. Val didn’t want to encourage or participate in this but rather wanted to create a solution.
After returning from India in 2016 Val was able to see and then manifest the guidelines that would support the Yogitown label, they are based on Patanjali’s path to enlightenment, specifically the first limb which refers to the ethical guidelines towards others.