Because yoga isn’t real unless thousands of people are doing it together en masse with an international sponsor. Lole, a fellow Canadian yoga lifestyle brand making a run for Lululemon’s market, is making a statement with their third annual White Tour. This year they’re taking over five different art museums in five cities – Barcelona, New York, Montreal, Toronto and Edmonton – in order to promote “peace and well-being.”
Participants are required to wear white because white is the color of peace and well-being (natch), it’s the most vulnerable non-color there is and it looks really great in photos — and they would really like you to share your photos all over social media, just keep your phone on silent! says the official FAQ. Plus, Lole has a really great selection of white yoga clothing, didn’t you see?
“The five prestigious museum locations—each one selected for its unparalleled space and atmosphere—will be transformed to provide the serenity of a yoga studio while accommodating between 500 and 1000 guests, for a yoga experience unlike anything else,” said Nathalie Binda, Lole’s vice president of marketing in a press release.
And unlike previous massive yoga classes, this one will cost you $25 per yogi for admission, which gets you your very own Lole/Gaiam yoga mat to take home (luckily, the mats are NOT white). We’re not sure what they’ll do with the $25 x 500-1000 yogis (that’s $12,500-25,000 per event if you’re doing the math), but according to the press release, when you purchase clothing from the new White by Lole collection, which is “inspired by the energy of Lole White Tour” they’ll give 100% of the proceeds”to support wellness programs that promote an active lifestyle in the communities visited by the Tour.” So, basically, they’ll be giving some money to some organizations, TBD, which sounds like a pretty nice thing to do.
Call us jaded but the whole “we’re a wholesome yoga clothing brand just wanting to help the world with our yoga events of peace and love” doesn’t thrill us anymore. Sure it’s cool to do yoga in a major art museum, but dressing up identical to your hundreds of fellow yogis to promote a
brand peace and well-being is kind of creepy and doesn’t sit well in our sukhasana. That said, we’re sure Picasso would be delighted to know his work has inspired a bevy of blank canvasses.
Do not, repeat, DO NOT show up in your tie-dyed hippie pants. Guys, you’re kinda screwed here. Kundalinis, you’re cool.
Here’s the 2014 Lole White Tour Schedule:
- Barcelona, Spain: Museu Nacional d’Art de Catalunya – April 12, 2014
- Montreal, Canada: Montreal Museum of Fine Arts – May 8, 2014
- New York, USA: The Museum of Modern Art – May 22, 2014
- Toronto, Canada: Royal Ontario Museum – June 12, 2014
- Edmonton, Canada – July 2014
Tickets aren’t available yet for most of the cities, but you can sign up to be notified when they are. Teachers TBA; Previous teachers have included Elena Brower and Colleen Saidman Yee.
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