Stretching the Rules of Wellbeing: How Beyond Yoga Built an Inclusive Activewear Identity

Beyond Yoga didn’t start as a performance label built around personal bests. It began with a clear premise: activewear should feel good on real bodies, in real life. Comfort was treated as essential, not secondary.

The brand defines itself with a few consistent ideas: stretching the rules of wellbeing, body inclusive, and LA born and bred. Those phrases function as design standards. Pieces are expected to move easily, flatter different shapes, and carry a relaxed West Coast tone.

A female-founded start that prioritized feel

Founded in 2005 by Jodi Guber Brufsky and Michelle Wahler, Beyond Yoga was built around everyday movement. Not just yoga classes, but errands, travel, stretching, and long days that require flexible clothing.

That origin explains the brand’s voice. Movement is framed as personal. Apparel is positioned as support, not something you have to earn.

“Made to move with you” as product strategy

Beyond Yoga often repeats that its pieces are “made to move with you.” This isn’t a slogan layered on later. It reflects how the garments are constructed.

Fabrics are central to the experience. Softness and stretch are prioritized as much as silhouette and color. The goal is not intense compression, but ease.

Spacedye, the brand’s signature fabric, represents this approach:

• Breathable and sweat-wicking

• Four-way stretch

• Soft handfeel designed for all-day wear

The intention is versatility. One set should work for a morning class, an afternoon meeting, and a relaxed evening without feeling out of place.

The brand also provides practical shopping guidance. Legging, fabric, and fit guides help customers choose based on coverage, stretch preference, and lifestyle. That structure reinforces the idea that movement looks different for everyone.

Inclusivity as identity, not campaign

Many brands speak about inclusivity. Beyond Yoga integrates it into its core identity by defining itself as body inclusive.

This goes beyond size range. It includes:

• Waistbands designed for comfort rather than restriction

• Consistent stretch recovery across styles

• Visual representation of varied body types

The message is straightforward. Wellbeing does not belong to one shape. Clothing should not narrow that definition.

From independent label to Levi Strauss portfolio

In August 2021, Levi Strauss & Co. announced its agreement to acquire Beyond Yoga. The move expanded the brand’s global reach while keeping it positioned as premium athletic and lifestyle wear.

Acquisitions often shift brand direction. In this case, the public positioning remains consistent. Comfort, movement, and inclusivity continue to anchor the narrative.

Why the identity still resonates

Athleisure now functions as daily clothing for many people. The divide between workout wear and regular wear has softened. In that environment, feeling becomes a practical advantage.

Beyond Yoga maintains clarity. It does not attempt to dominate every performance category. It concentrates on garments that feel easy to live in.

For those new to the brand, a small starting point often makes more sense than a full wardrobe shift:

• One pair of leggings in a core fabric

• One supportive top designed for extended wear

• One soft layering piece for travel or downtime

The brand’s story ultimately centers on one idea. Activewear can be functional without feeling rigid. It can stretch, breathe, and support without demanding smaller space. That consistency, more than trends, defines Beyond Yoga’s place in modern athleisure.