ISADORA STORY LAUNCHES A YOGA COLLECTION

Isadora Story, the sweater brand known for outfitting stars such as Lisa Kudrow and Courtney Cox on Friends, is adding yoga pieces.

New York, New York. December 2003

Isadora Story is introducing a line of cashmere and silk blend clothing with yoga-inspired images. The collection will be available in specialty stores and yoga studios nationwide starting in July 2004. A portion of the wholesale profits of this collection will benefit yoga programs for inner city children in New York City.

The new sweaters feature the Om", or Breath of Life" symbols in Sanskrit. The crew, hoodie and pant include all three of Oms letters which represent creation, preservation and destruction. The V-neck sweaters are decorated by the creation symbol alone, or by Isadora in a tree position.

The mantra Om" is close to the heart of yogis as it is chanted both to open and to close class (and appears at the beginning of many spiritual texts). Luckily for both practitioners and for non-yogis, the symbols are beautiful in their own right, too.

The fictional designer, Isadora Story, and the real designer of the collection, Tanya Traykovski, are both avid yogis. Tanya also has many years of experience in the fashion business, including positions in the buying offices of Barneys New York, and Joyce Boutique (Hong Kong). Previously, she was a fashion market editor at Glamour Magazine. Tanya recently completed the first stage of her astanga teacher training with Beryl Bender Birch and maternity teacher training with Wendy Chavkin, MD, and taught a yoga class to 12 year olds at the Museum School in Chelsea last spring. She plans to organize the after school yoga program and teach teens at Goddard Riverside Community Center in New York in the near future.

CONTACTS : Sales - Peter Berta 212.869.7776; PR-Natalie Traykovski 212.769.3961