Design in Depth | Affirmats
This week we're featuring exquisitely designed yoga mats and towels featuring life-affirming quotes from Affirmats. Founded by two yoga enthusiasts living in sunny southern California, Beehattan had a chance to learn more about the inspiration and story behind their work.
Co-owners Jason Graham and Aleeza Solowitz
1. How did the idea of even doing this come to you both in the first place?
Co-Owner Jason Graham had the idea of putting affirmations on yoga mats while he was in Shavasana after a yoga class in 2011. We were longtime friends and he shared it with me. Next thing we knew, we were researching and designing in a living room floor. Slowly but surely it all came together into what has now become Affirmats yoga mats.
2. What makes these yoga mats so different?
These yoga mats are made with a unique blend of biodegradable jute and eco-PVC, so they are non-toxic (free of phthalates, latex, and heavy metals). This combination creates an easy-to-grip surface, a unique feature compared to most mats in the market.
To top it off, the affirmations are meant to give you that extra kick when the down dog split is the last thing you're looking forward to doing. We were so over all these yoga mat companies that were so serious, we wanted to be the fun kids on the block.
3. Why do you do yoga?
I do yoga to relieve stress and decompress, to spend some time with myself, and also to explore the strength it gives me mentally and physically. When I look down at my mat, it gives me reason to smile. That's the inspiration for our company tagline, "Down dog just feels better when you're SMILING." It really does.
4. What's your favorite story or experience from your creations?
We started Affirmats recently and the mats have been flying off the shelves to the point where Jason and I just look at each other and start laughing.
Jason is an actor by trade and I was waking up to go work at my dad's bakery at 5 in the morning for 6 days a week. I was just trying to make ends meet while being able to do all of the planning and design in the afternoons and evenings.
Sometimes it feels like this crazy fantasy, and it's such a blessing. The feedback is awe-inspiring and it feels good to know that making people happy makes us happy, which is what we aimed to do from the start.
I once heard, "People don't know what they want until you show it to them." Apparently, it's working for us. ;-)