our-story

Urban women today have a lot on our plates. We have school, careers, families, and financial responsibilities all demanding our attention. At the same time we are trying to stay healthy and maintain some sort of social life. This typically requires getting up early and staying out late. For the city gal on the go, comfort is always the priority, but NEVER at the expense of style. So what are our best options for practical, yet fashionable active wear that can take us from work, to the gym to the grocery store? Thanks to the creative minds of Sigrid Goerndt and Danielle Pruitt, we now have Yoga City; a new Austin-based business.

The idea for Yoga City first came to Danielle while she was on sabbatical in Florida. She had taken some time off for a little self-reflection and relaxation which included practicing yoga every day. A lover of Bikrahm, Danielle quickly found that most of her workout gear just couldn't stand the heat. Once you get a good sweat going, shorts began to ride, bra straps began to slip and jagged, unfinished seams began to chafe in unfriendly places. Then there are the usual nuances; fabrics fade after washing and cheap materials quickly fall apart. Danielle had envisioned a line of active wear that would be just as unique as the women wearing it. She wanted something made for movement while conforming to the curves of the female body.

To execute her vision, she called in her friend, Sigi. With a design background spanning 25 years and experience working with big named brands such as Levis and Eddie Bauer, she was more than ready for the challenge. She has an amazing eye for detail and a vast knowledge of fabric which assures you will get the best quality; something that is very important to Sigi. "I wouldn't have been comfortable producing a line that I wouldn't wear myself," she said. When Sigi and Danielle began collaborating in December 2010, the image for Yoga City started to take shape. "The line is built around comfort and movement. We wanted to produce a product that was accessible to many, yet maintained a modern edge allowing women to transition effortlessly from one activity to the next." In December of 2011, they did more than launch; they delivered!!!

Austin has always been a health conscious community full of athletes but it is quickly establishing itself as a major player in the fashion world, and Yoga City fits right in. Their new line is designed with everyone in mind. For the eco-friendly gal, there are materials like organic cotton that drape over any body type flawlessly. For the gal who loves fashion and high-end materials, you'll love the silky smooth feel of the polymite and elastin fabric that ensures your outfit will always be stretchy and soft, but will never lose its shape. For the gal with sensitive skin, you'll notice that the items are tagless and have perfectly finished seams. For the gal with the vibrant personality, you'll love the bright color combo's and the signature pop of apple green found on every item in the collection. For the traveling gal, you'll find fashions named for major cities across the US. For the frugal gal, you'll appreciate the fact that your money goes a long way. Yoga City apparel won't fade, won't shrink and won't wear out, even if you do.

What else differentiates Yoga City from its competitors? They back their products with a 100% guarantee. "If there is a problem, send it back. If you don't like it, send it back. We don't ask any questions. We want everybody to be absolutely satisfied with their purchase." Their intent is evident once your order arrives at the door. The beautiful packaging and the free merchandise included inside each box makes it feel like it's your birthday all over again. You already feel extra special not having to pay for shipping. The women powering Yoga City gives it a uniquely feminine touch while projecting strength worthy of the autographed G.I. Jane poster hanging up in Danielle's office. Whether you're looking for the Austin Flare or the Seattle Popover, Yoga City has what's fit for you.

written by Aria Evolette; Lead writer for Live In Austin

Yoga City Founders - Sigrid Goerndt (left) and Danielle Pruitt (right)

Seattle Popover (left) and Yoga City Draw String Bag Green (right)