NULU / yoga-shmoga was founded by Lucinda van Rooyen in 2009 while living in Dubai. She discovered the practice of yoga a year previously, as part of her journey into a more healthy and wholesome life and so the story begins…
The creation of (then) yoga-shmoga clothing and accessories was a natural progression for her, using her years of activewear manufacturing and marketing in both South Africa and Dubai.
More and more yoga studios were popping up across South Africa, a trend instantly recognized by Lucinda, who was planning her return to the country and the launch of the label back in her motherland.
Local yogi’s are spoilt for choice when it comes to deciding between the llikes of Kundalini, Iyengar, Vinyasa, Bikram or Hatha styles of practice. They hadn’t been spoilt for choice with regards to suitable yoga gear though, and so 2010 saw the arrival of yoga–shmoga’s summer collection in Cape Town, Johannesburg and Knysna.
Now, after 9 years of settling back into the beauty and serenity of the Mother City, yoga-shmoga has evolved into NULU ACTIVEWEAR, capturing the attention of more yogis, runners, pilates practitioners, endurance horseriders, rock-climbers, ballerinas, rowers and All-Round Active Barbies. We now have a strong presence in Dubai, the UK and countrywide in RSA.
The name yoga-shmoga came from a brainstorm over a bottle of rosè at a pretty Italian restaurant in a South African-constructed resort in Dubai. A tribute to the playful, non-serious and egoed-out personality of a yogalife and everyone’s search for beautiful minds, bodies and souls.
The name NULU is an abbreviation of founder, Lucinda's name and her nickname for her daughter, Nesi-Nu. NULU symbolises the transformation of the brand, bringing in the Nu-ness for the future of the brand, encompassing all your athleisure needs.
NULU should be worn with that playful, humorous outlook, whether you're doing yoga, pilates, horseriding, hiiting, rowing, sweating, switching or just hanging out with other Active Barbies...even when you're doing absolutely nothing in your activewear.