Meet THE PRITI MAT | 1.0

Meet THE PRITI MAT | 1.0: budge-proof, aesthetic and in love with Mother Earth. 

THE PRITI COLLECTION is a company whose beautiful impact is felt from the moment that it is produced, to every time that it is unrolled in practice. Kanan Kapila, founder and owner of The Vastu Yoga, sat down with Joanna Feldheim, the owner and founder of THE PRITI COLLECTION, to discuss her gorgeous and functional new mat that is changing the game in yoga products. As a teacher and yoga studio owner, Kanan is often asked by students what kind of a yoga mat she recommends and if she carry mats in the retail space for sale because they would like to buy. She tells students to hold on because the only mat they will ever need is coming to the retail market soon! The mat she is referring to is THE PRITI MAT.

Kanan spoke with Joanna to discuss her vision and passion in bringing such a sustainable yoga mat to the market using a kickstarter campaign on Indiegogo.

Q:  I WANT TO START BY SAYING, THANK YOU. YOUR BRAND, THE PRITI COLLECTION, HAS INSPIRED THE VASTU SPRING 2017 PICK FOR 2017 BEST SUSTAINABLE YOGA MAT! I LOVE THAT YOUR BRAND'S TAGLINE IS: "TOOLS FOR AND ENLIGHTENED LIFE." CAN YOU TELL US ABOUT THE BRAND AND YOUR LATEST NEW PRODUCT?

A: Thank you Kanan. One day during yoga class I thought, "if yoga is from India, why am I practicing on an itchy 100% acrylic Mexican horse saddle blanket AND a potentially harmful PVC mat?!” I had been practicing yoga for over 15 years and I couldn’t figure out their relationship to the yoga experience! As a creative director/product developer, it’s my job to solve problems by making sound products that are relevant, functional and aesthetic. I saw this as a problem and decided to do something about it. Hence, Priti was born.

We launched with our woven and quilted yoga blankets and toppers which support your practice, transition to the couch and bed and are 100% cotton made in India. 

Our new project is the mat. We spent a year developing and testing our yoga mat and asked beginners and seasoned teachers for input; their expectations were high! 

Our goal was to create the best quality mat that is natural, non-harmful and free from PVC, TPE and OEKO-TEX. A mat that protects your body while giving you the confidence and stability you need to go to the next level. It must be stink free, and not have that greasy feel, budge-proof while not feeling sticky. A mat that offers versatility of yogic styles, and made wider to accommodate all body types and our growing man’s shoulders. And always— aesthetically pleasing. 

We have sampled a bunch of mats and have received rave reviews and keep selling out.
Like a favorite piece of clothing, our mat naturally breathes with your skin. AND...It’s reversible! Two distinct practice surfaces allow you the freedom to change things up depending on your style. The heathered cloth-like side is designed more for seated meditation and postures.Then Flip it over to the ultra smooth side for a grittier practice for extra traction. It’s Like Ying and Yang. 


Q: I LOVE THAT THE MAT IS THIS SOOTHING GRAY COLOR AND THE TEXTURE HAS UNBELIEVABLE GRIP. IT IS IMPRESSIVE HOW WELL IT HOLDS UP IN ALL STYLES OF YOGA CLASSES. CAN YOU TELL US MORE ON THE MATERIAL AND WHAT'S UNIQUE ABOUT THE PRITI MAT? 

A: Our products are gender neutral and a backdrop to one's decor and transitioned from room to room. Since we are seeking to expand to the demand and offer more colors, we are launching a kickstarter very soon, which will allow us to offer more amazing versatile color choices.

Our mat is natural, PVC-free and made from sustainably harvested tree rubber. Through our research we found out that PVC is Each year thousands of yoga mats are sold in the U.S. and almost all yoga mats are made from PVC. The main ingredient in PVC is vinyl chloride, which is a known human carcinogen. PVC can contain chemicals like phthalates and is toxic during every stage of its life cycle. It is toxic during its manufacture; it is toxic to the end consumers; and it is toxic during its disposal. As consumers, we are exposed to PVC, through inhalation and skin contact. The more research we did on the toxicity of PVC mats, the more we realized that we really needed to educate and offer this mat.

Q: WHAT ARE THE DIMENSIONS AND FIT OF THE PRITI MAT? HOW DO YOU RECOMMEND CARING FOR IT?

A: With the growth of men and yoga, we decided to go a bit wider to accommodate broad shoulders— hence 26” Wide x 71” Long. It is 3/16" Thick and weighs 6.6 pounds, so it is quite substantial but easy to carry.

Your PRITI MAT can be cleaned by wiping with a 20/1 mixture of water and vinegar or a 50/50 mixture of water and organic apple cider vinegar. Let mat drip or air dry or blot it dry.


Q: TELL US ABOUT YOUR INDIEGOGO CAMPAIGN. 

A: After testing our samples and gathering five-star testimony, we have sold out very quickly and need to take this to the next level. Since minimum quantities are 500 per color, we needed to formalize a kickstarter to order higher quantities and eventually more color offerings. Our campaign will be on Indiegogo and we offering many amazing perks and early bird specials for people to pledge and pre-order which revolve around the mat.

Join Our Priti Mat Kickstarter Live Soon! Dont miss out on awesome perks and early bird specials! 

https://www.indiegogo.com/projects/priti-yoga-mat-1-0-by-the-priti-collection-meditation/coming_soon


Q: WHAT'S YOUR FAVORITE COLOR AND WHY? (I LIKE ASKING THIS QUESTION) 

A: Oh wow! Since I am also an architectural color consultant, color is like candy to me. When I was younger I loved green. In fact, one of my clients called me "Joanna Green." Now I am utterly obsessed with white, black and toned neutrals with bright accent colors like pink, orange and turquoise.


Q: HOW DOES YOUR BRAND PRITI GIVE BACK TO THE EARTH? 

A: We are committed to working with global ethical standards. The cotton we use and the company that sews and weaves our products is minimally processed, sources cotton from ethical growers that are fair trade and the dyes are azo-free. We support India’s rural population and is zero carbon due to its traditional manufacturing process. Our mats are made from eco-sustainable non-amazonian tree-harvested rubber.

Our goal is to enrich lives and give back in the process. These pieces are sustainable, responsible and reciprocal. They’re created by the people who live where the practice of yoga comes from and benefits those people directly. It’s our belief that yoga gear, wear and goods can be as enlightened as those who practice yoga strive to be themselves. Our website features a magazine that interviews people who are working toward an enlightened life— including you!

Q: DO YOU SUPPORT ANY CAUSE? 

A: Priti is a proud supporter of The Kids of Kathmandu, dedicated to building schools and providing food and shelter for their orphanage. Currently, we have program called U+1: with your purchase of a Level 4 Sanctuary blanket, we will send a second one directly to child at Kids of Kathmandu Orphanage. We will also ask for pledges in our kickstarter to feed the children. One dollar a day feeds a kid for a whole day. 


Our mats are currently available for pre-order for mid-April Delivery at The Vastu Yoga and online at
www.priticollection.com

Join Our Priti Mat Kickstarter Live Soon! Don't miss out on awesome perks and early bird specials! 

https://www.indiegogo.com/projects/priti-yoga-mat-1-0-by-the-priti-collection-meditation/coming_soon


 Joanna Feldheim, Owner and Founder of THE PRITI COLLECTION

Joanna Feldheim, Owner and Founder of THE PRITI COLLECTION

The Vastu Yoga is proud to carry many gorgeous and sustainable products from THE PRITI COLLECTION. THE PRITI MAT | 1.0 will be sold in the studio upon its debut in April. 

Follow THE PRITI COLLECTION on Instagram here: 

https://www.instagram.com/priti_collection/

 

Photos used in this Blog post were taken at The Vastu Yoga Studio, 271 Grove Ave, Verona, New Jersey, 07044


Faith Leuzarder