Meet the founder: Marlene Smits from Urban Goddess

Urban Goddess designs pieces with functionality and comfort in mind, while being conscious of their impact on the planet. That's why everything is made from organic cotton. The founder of the Amsterdam-based brand, Marlene Smits, is inspired by modern city life: urban and practical and usually busy. We chat to Marlene to find out more about the brand and her inspirations.

What does creativity mean to you? What inspires you to be creative?

"Creativity is an expression of the soul. And I think it's important that every person finds a way to express themselves in a way that feels authentic. It doesn't mean that all of these expressions should be masterpieces. Not at all. But they're all valuable on a soul level. Regardless, everyone thinks about them. It keeps the flow going."

What does Amsterdam offer you as a maker? Are there other places that inspire you, why?

"Amsterdam offers a cosmopolitan atmosphere in a village setting. The yoga community is thriving and therefore it is a perfect place to experience yoga culture from the Dutch perspective of functionality and sustainability.

How did you get into this industry? What was your first job?

I was a journalist for 15 years and worked for fashion magazines such as Elle and Cosmopolitan, but also for the largest online news agency in the Netherlands NU.nl and for corporate clients on commercial assignments. And even the BBC online, for some Dutch scientific research materials. After that I spent another 6 years in advertising. Before I studied journalism, I studied couture in Rotterdam. So there has always been a connection to fashion. Yoga and meditation have been part of my everyday life for over 25 years. I started teaching almost 15 years ago.

Why is it important for consumers to continue to seek out mindful and inclusive brands? What can you do to further support them?

"Like everything in the universe, everything is interconnected. Choosing brands that have values ​​such as organic or vegan products not only impacts the environment, the treatment of the people involved in production, etc., but even impacts socio-political and economic factors. When a critical mass decides to spend their money in this way, in a way it is like voting for a better and greener earth. And so creating it we have a new reality.”

Why is mindful and sustainable production important?

"It's about creating a wholesome product that brings joy from start to finish. Joy in doing no harm to the earth, joy in the jobs created and people being paid fairly, joy in creating something comfortable and valuable to add to your yoga experience. Values ​​and energy are upheld. A product created by the suffering of others can never be comfortable to wear.

Finish these sentences: “Always…” and “Never…”

"Always be true to your soul's purpose. Never compare yourself to others, you are here to experience your unique soul journey."

What does yoga mean to you? What are your other favorite ways to exercise or exercise alone or with family/friends?

"Yoga is an essential health habit for the body, mind and spirit. I love heart openers in all variations. I also recently discovered Chi Gong, so I really enjoy the mindful movement techniques. Nature walks are also something I try regularly."

Favorite Yogamatters product(s)? Why?

"I love the self-care products like Right Toes and the Lola pocket massage gun. But of course the yoga mats and props that Yogamatters has been rocking for many years!"

What is your work uniform? What do you wear when you're not at work?

"For many years I just wore (link removed), all day every day. The reason was mainly because I was teaching a class either in the morning before the office or after and it's just so comfortable to wear. So I just put a few extra pieces in a bag and mixed them up for the studio and the office. But in the last few years I've gotten myself into wearing non-yoga clothes too. Especially for meetings. I like to mix it up. Im I also like to wear kaftans in the summer.”

What or who gives you energy and keeps you recharged?

“Nature and my yoga practice.”

Favorite movie, book, app, podcast, game at the moment?

"Podcast: Abraham Hicks. Book:Energy speaksby Lee Harris.” * read similar:Good vibes, good life