“Yoga is about awareness and the journey to the final pose, rather than the pose itself. We had to make this tangible and to reflect that each piece was tailored for a specific journey. We arrived at fé: the mindful journey.
“The red dot in the collaterals is the point of awareness in both a yogi’s practice and life, representing the distance between journeys beginning to end. Each collection has a collectable series of city guides, printed in the look-book and on the hangtags. They are accessorized with a bobby pin for a mindful journey. One can also purchase a cardholder, which has the full set of hangtag journeys, which cover Hong Kong, Tokyo, New York and more.”
Designed by Substance