Coming this holiday season, serial yogapreneur Russell Simmons will be joining the celebrity yoga fashion crowd with his new line Tantris. The NYC native is no stranger to successful business ventures, having started the hip hop label Def Jam, and clothing lines including Phat Farm, Argyleculture and American Classics not to mention trying his hand at a reality TV show and writing books about being “Super Rich.” Crediting yoga for his renewed energy and vigor for life, the mogul will next conquer the ever growing yoga retail scene.
Tantris will include apparel, mats, candles, meditation beads and pillows. While initially the line will be sold in department stores, studios and spas, Simmons also shares his modest ambition to open his own studios, stores, juice bars and vegan restaurants. (It shall be noted Simmons is of the Jivamukti persuasion.)
In an interview with WWD back in March, Simmons explains, “I see yoga brands continuing to grow. I’m doing this because of my passion for yoga, not because I’m that kind of business guy.”
What kind of business guy would that be? Apparently not the kind who aspires to launch a line of yoga studios and doodads and tweet stuff like this.
Will your Secret Santa be bringing you Tantris this holiday season?
Any alternative to Lululemon is always welcome.
Meh. Consumerism and yoga don’t mix. Actually, they mix all too well, but they shouldn’t. Stay on your mat and stop trying to sell me things! Money is the root of all evil.
That’s cause you don’t have any.
Before you Speak, Ben-THINK
T is it true?
H is it helpful?
I is it inspiring?
N is it necessary?
K is it kind?
It makes me a little uneasy all this selling of stuff and yet I am so glad
that a person of color is championing Yoga. The Black community could
use some representation in the Yoga arena and if people who wouldn’t
normally do Yoga start doing Yoga, then I feel it has a benefit.
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both educative and interesting, and let me tell you, you have hit thee nail on the head.
The problem is an issue that too few people are speaking
intelligently about. I am very happy I stumbled across this
in my hunt for something regarding this.
Simmons has been doing a lot of good for many years promotion of meditation for kids and adults. This is a logical move for him and I hope he can expand yoga’s reach beyond the typical Lulu Lemon crowd.