Designer Files: Alexandra Leikermoser
Alexandra Leikermoser has been a student of yogo for 14 years and made the move to teacher for the last 5 years. Trained in classically Hatha Yoga, she has presented workshops and seminars across the country and the USA.
With that large base of experience she started yogagurl.com in 1996. "I intend for the pieces in the yogagurl to empower women to celebrate their own unique expression," says Alex. There is also an environmental aspect to the line, which incorporates bamboo & organic cotton sourced from the US in order to reduce the carbon footprint.
Of course, everything is Made in Canada. Recently I spoke with this very busy entrepreneur to find out more details about her latest venture.
How did you get started with yoga?
I took my first class in university- dragged there by my best friend actually. I had no idea what yoga was about, and absolutely loved my first class and couldn't wait to do more.
What inspired you to start yogagurl?
yogagurl grew out of my sense of humour and my need to be constantly creative. During my yoga instructor training I began stenciling T-shirts for fellow teachers in training. Little did I know that was just the beginning
How did you choose the name of your company?
It was my nickname for many years actually. So when I was asking friends their opinion and names for my business, they suggested I just call it yogagirl. I took the 'u' from guru and added it into the girl.
What separates yogagurl from Lululemon and the many other yoga Inspired workout wear companies?
My unique inspirational sayings, the fact that we are made in Canada, the material we use is US cotton, so we're always trying to support the local economy and reduce our carbon footprint. A portion of our products are organic as well.
How hard has it been to make your mark in such a crowded niche market?
I've always followed my heart and my intuition and my customers seem to appreciate where I'm coming from.
What are you inspired by?
Nature is the most inspiring designer with colours constantly drawing me in. I also have a constant curiosity about life and that has given me continuous inspiration to draw on.
Do you have a design philosophy?
I try to incorporate humour into my design. I try to inspire others with my sayings to appreciate each moment and lighten up every once and while.
Describe the collection/clothing?
Very basic pieces that can be layered with your everyday wardrobe. The inspiration to the wearer comes through the happy colours and the light sayings. These are pieces that I wear to teach my yoga classes, and also layer with my favorite jeans.
Who is the yogagurl customer?
She is active, she supports local designers, and she has a great sense of humour. My customers inspire those around them with their positive outlook. They are confident with their style and wear their heart on their sleeves.
How important is the internet to your business? Do many customers discover yogagurl through the web?
Absolutely, the face of retail is changing and I'm noticing more and more customers are turning to the internet to support innovative companies that previously could not compete in the global marketplace. I have customers from Australia to Africa that provide continuous support and always want the latest updates.
You have practiced yoga for a long time, what are your feelings about the current trendiness of yoga. Do you think it will be something that lasts with the mainstream, or a passing fad?
I think it's great that more people are doing yoga which means they are finding balance and becoming more in tune with themselves. I don't think yoga is a passing fad. It's a 2000 year old trend that is here to say.
What are your plans for the future?
We've just started creating retreats and are launching our new website this summer. My focus is on continuing to find balance in my life, while appreciating all the little things that come my way. I'm learning and growing everyday, so who knows what the future holds for me. I have some exciting ideas brewing, so stay tuned to see what's next for yogagurl.
Where can people purchase yogagurl clothing in Toronto?
The best way to buy yogagurl is online at our website yogagurl.com. You can find listings there for local retailers as well.
Do you have a muse?
I'm inspired by passionate women who are natural leaders and who want to make a difference in the world. While no one woman has been my muse, the many women I've met, studied, and admired have shaped my perspective.
Join the conversation Load comments