About agoy

agoy was founded by London-based yoga teacher and designer Howard Napper in 1999, during a surge in yoga's global popularity. His goal was to establish a unique yoga brand, dedicated to creating products that embodied the values of simple elegance, commitment to the environment, and exceptional performance. His vision was to design innovative products that would meet the needs of a new wave of yoga practitioners.

Since our inception, the world has undergone significant changes, with yoga firmly establishing itself as a popular activity loved by millions. Throughout yoga's evolution, agoy has remained committed to upholding its original vision and core values. However, as we have grown and adapted to the ever-changing yoga landscape, we've also embraced important new values that we believe continue to define us and set us apart. These include:

Use original ideas and designs: Yoga’s history is deeply rooted in spiritual and cultural beliefs that hold a profound significance for a large community of people. As a company, we believe it’s enough to be inspired by the essence of yoga without having to take directly from that culture inappropriately.

What’s behind our eco-values: We understand the challenges of creating beautiful products while also considering their environmental impact. It's far from black-and-white. Despite the unfounded environmental claims, we regularly see related to many yoga products, our priority remains clear - to focus on creating products that embody the eco-values upon which agoy was founded.

The product is our hero: It’s not that we don’t appreciate beautiful images of people doing yoga in stunning locations, however, when it comes to portraying our product, we believe they have the strength and beauty to stand alone and the power to speak for themselves.

Simplicity over more: Simplicity is a keyword at agoy, we don’t believe that just doing more is necessarily better. More products, more colours, more of the same old stuff. Instead, we like keeping things simple and concentrate on the things we believe we do best, and that makes us unique - quality over quantity.

From social media to word-of-mouth: While we value building meaningful connections with our customers, we recognise the saturation of yoga information on social media and other platforms. Our approach may be traditional, but we firmly believe that the most effective way for people to discover us and our products is through first-hand experience and word-of-mouth recommendations.

From curiosity to innovation: We believe that what sets us apart from many other yoga companies is our relentless pursuit to provide our customers with fresh, innovative, and exciting products that they won’t find anywhere else. Our goal is always to push boundaries and explore the boundless potential of each product we produce.