Onzie Yoga Apparel: From Vision to Brand
More than two decades ago, Yoga became a lifestyle practice for Kimberly Swarth and with it, the driving force of her business. Swarth has another milestone coming for her next year; she is coming into motherhood. Now that the Onzie brand, pronounced OWN-zee, has been well loved within the culture of fitness and training, she takes most of her work/life balance along with her vision, in the most wonderful humor. “My brand will pierce the heavens” could easily be her mantra—and until today, her thriving L.A business has been her baby. Swarth shares her wit and wisdom with Indie Source in an exclusive interview.
Kimberly Swarth Q&A
Are you just the woman behind the Onzie brand, or are you part of an out-front effort to manufacture a holistic line of active wear?
We have really created this business as a team here. In terms of creating the brand, I feel that the people who are here with us have created it—this brand is not even really me anymore. We have created a workplace culture, a powerful all female crew with an entity of its own.
How did your team come into being?
Each person here came to us in a different way, there was not a usual hiring process, everyone is so unique and brings a piece to the puzzle—each one an individual in our community that has built us into the company we are today.
Who is the woman behind the Onzie brand? How would you describe her? Who is she and how does your brand pay tribute to her?
On our Instagram there are hundreds of photographs of this woman—this woman that is dedicated to the practice, very dedicated to her workout and she is proud of her own health. The Onzie woman is all of these things; she is like a goddess. Our site shows her in so many forms, she is healthy and she is glowing in all of her beauty. With our product, we aspire to match that goddess concept—in both femininity and strength.
Beauty in strength is also a hard-fought win. The Onzie woman has worked hard to evolve and to strengthen her form through meditation and stamina. In what ways has your business done the same?
In our organization, my mother, has been doing Bikram Yoga for now, 25-years. It all started with her. Bikram Yoga is done in a heated room of about 100 degrees. Back in the 90s, you worked out in a leotard. You sweat so much that you had to wear a one-piece garment and we started playing around with a mix of different colors for that initial piece—sort of like a onesie—a classic piece for practicing yoga was at the center of our design. We made a word play off of it and pronounced it OWN-zee, and all we were making was a leotard at the time—we liked how the word looked, and then it took off.
So, you set out to put an end to the plain black yoga wear?
Yeah, I guess we did. Four-years ago people were not doing color like this. There were no prints for yoga. It was subdued an pastel, calming and quiet. The Kundalini woman was soft, draped in white fabric. She was not letting her higher-self shine through. Today there are many other expressions of exercise and we wanted our line to really let the practice match the experience and all of that color brings.
So, is it safe to assume that you all practice yoga. How have you utilized the principles of yoga practice in your own business?
Yes. We do. My staff here, they are all dedicated to their own workouts. The health and welwell-being our minds is something we practice in our business as well. Our roots are in Bikram Yoga and hot yoga. Dedication, endurance, and determination are huge in our business. At its core—what makes it work— we are sometimes too dedicated—but we have really worked as a team to achieve our goals together and stay strong. We have a Rock star authenticity, All of us here, we are all determined to get that high that comes with doing something really well, and that helps us all to be focused.
How do you decide what to manufacture in your line? Who makes the decisions as to the growth and the look of your brand?
The Bikram Yogi was always a bit flashier, a bit more whimsy; we want that to be live in our brand. What’s the most important to us is that we are making a killer fabrication—the product is key—there are so many different products out there, we have stayed really true to our core— and for the price-point that is required for accessibility of our clothes. All of our decisions are made around that truth.
You have celebrity interest in your designs—in the funky prints and ‘mod’ designs. Even Lady Gaga wears Onzie. How did she find out about your clothing and come to take a selfie wearing one of your prints?
It is all, organic—it is through the yoga. She is actually an avid Bikram yogi and one of her teachers is connected to the brand and bought our stuff, and literally just rocked it in class. It was not just a PR thing. We don’t do anything like that. The clothing speaks for itself—it’s where a little bit of karma gets you, and a good product.
Offer a bit of advice to aspiring designers here. What are the four things you can suggest to make a line a success?
I would say that they should have spirit; they need to know their customer well, and live the lifestyle to match their end user—and have some fun. It is also important to make your line accessible to people and an affordable part of their lives—make that a priority in your business and everything else around your commitment to your work will come natural.
At Onzie, our philosophy is “keep your practice challenging, and your wardrobe simple!”
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