Yoga Rebel
Yoga Rebel (Eden Ashram) is a London-based direct-to-consumer apparel brand selling premium, ethically produced yoga and conscious-lifestyle clothing globally through a made-to-order, zero-waste production model via Shopify.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Yoga Rebel does
Yoga Rebel (operating commercially as Eden Ashram) is a London-based, privately held direct-to-consumer apparel brand selling premium, ethically produced clothing with yoga, spiritual, and conscious-lifestyle themes. The company serves individual consumers worldwide who prioritize sustainability, organic materials, and transparent production, with use cases spanning yoga practice, festival wear, casual everyday apparel, and music events. Its product portfolio spans premium t-shirts ($54), tank tops ($48), sweatshirts ($107), a Premium Activewear line (leggings and bra tops), menswear, and gift cards, all produced under a made-to-order, zero-waste model using organic, natural, and recycled fabrics with carbon-neutral delivery.
The business runs on a Shopify-powered e-commerce platform (edenashram.com) with a supplementary wholesale channel, accepting payments via Klarna, Clearpay, PayPal, Apple Pay, Google Pay, and major credit cards. Customer acquisition is driven primarily by organic digital marketing, a newsletter subscription offering 15% off first orders, SMS marketing, and word-of-mouth, with no paid advertising or partnership-driven acquisition disclosed. The company has earned Feefo Platinum Customer Service Awards consecutively from 2021 to 2024.
Operationally, Yoga Rebel/Eden Ashram is bootstrapped and founder-owned with a small team of approximately six employees, indicating a lean capital structure with no external funding, no disclosed M&A activity, no patents, and no technology platform beyond standard e-commerce tooling. The made-to-order production model reduces inventory risk and aligns with the brand's sustainability positioning, while global shipping extends the addressable market well beyond the UK home base.
Yoga Rebel firmographics
Firmographics- Name
- Yoga Rebel
- Legal name
- Eden Ashram
- Website
- https://yogarebel.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Yoga Rebel (Eden Ashram) is a London-based direct-to-consumer apparel brand selling premium, ethically produced yoga and conscious-lifestyle clothing globally through a made-to-order, zero-waste production model via Shopify.
- Ownership category
- akta.pro rank
Yoga Rebel industry classification
Industry- Product category
- Sustainable Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Yoga, Pilates & Studio Wear (CRAAAEAC)
- akta.pro secondary industry
- Yoga, Pilates & Studio Wear Retail (CRAMACAE)
Yoga Rebel business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: The company generates revenue through direct-to-consumer online sales of apparel and activewear. Products are sold made-to-order with a zero-waste policy, indicating a build-to-order model that reduces inventory risk. The brand offers a range of payment options including standard checkout, installment payments via Klarna and Clearpay, and gift cards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium T-Shirts |
| Unit Pricing | Pay-as-you-go | Premium Sweatshirts |
| Unit Pricing | Pay-as-you-go | Tank Tops |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Yoga Rebel product offering
Product offeringCore offering
Yoga Rebel (operating as Eden Ashram) is a direct-to-consumer e-commerce apparel brand selling premium, ethically produced, and sustainable clothing — including graphic T-Shirts, Tank Tops, Sweatshirts, Hoodies, and Premium Activewear (leggings, bra tops). Products are manufactured made-to-order using organic, natural, and recycled fabrics under a zero-waste policy, and shipped globally with eco-friendly packaging and carbon-neutral delivery.
Product overview
Eden Ashram is a British premium, ethical, and sustainable fashion brand offering conscious clothing. The product portfolio includes T-Shirts (Premium Rolled Sleeve T-Shirts, Organic Rolled Sleeve T-Shirts, Stonewash T-Shirts, Scoop/Wide Neck T-Shirts, Oversized T-Shirts, Festival/Tour T-Shirts, Classic/Traditional Cut T-Shirts, Ringer T-Shirts), Tank Tops (Muscle Tanks, Standard Tanks, Crop Tanks), Sweatshirts (Faded Sweatshirts, Hoodies, Iconic Sweatshirts), Premium Activewear (Active Leggings, Active Bra Top), and Menswear. Products are made from sustainable, organic, natural, and recycled fabrics. The brand operates on a zero-waste model with every item made to order, uses eco-friendly packaging (paper mailers and muslin garment bags), and offers carbon neutral delivery. The company is an award-winning brand recognized for customer service excellence.
Differentiator
Problem solved
Functional benefit
Products and services
- T-Shirts Collection Premium rolled sleeve, organic, stonewash, scoop/wide neck, oversized, festival/tour, classic/traditional cut, and ringer T-Shirts featuring bold graphics and motivational/spiritual statement prints. Made from sustainable, organic, natural, and recycled fabrics on a made-to-order basis. Targeted at conscious consumers seeking ethical everyday wear.
- Tank Tops Collection Premium Tank Tops including muscle tanks, standard tanks, crop tanks, faded rocker tanks, and Venice/Camden tanks featuring signature graphics. Produced made-to-order with sustainable materials. Targeted at yoga practitioners, festival attendees, and casual everyday wearers.
- Sweatshirts Collection Premium Sweatshirts including faded sweatshirts, hoodies, and iconic sweatshirts featuring signature bold graphics and spiritual/motivational prints. Produced made-to-order using organic and recycled fabrics. Targeted at conscious consumers seeking premium statement casual wear.
- Premium Activewear Premium Activewear line including active leggings and active bra tops designed for performance, yoga, and active lifestyles. Produced from sustainable fabrics on a made-to-order basis. Targeted at yoga practitioners and active lifestyle consumers.
- Menswear Collection Men's apparel including men's premium classic T-Shirts, premium heavy faded tanks, and other menswear items with bold signature graphics. Made-to-order using organic and sustainable fabrics. Targeted at conscious male consumers seeking premium ethical apparel.
- Gift Card Digital gift card available for purchase, usable across the brand's product range on its Shopify storefront. Targeted at consumers purchasing gifts for other conscious lifestyle consumers.
Quantifiable outcome
- Awarded Feefo Platinum Customer Service Award for 2021/22/23 and 2024 - consistently providing outstanding support as voted by customers
Companies that use Yoga Rebel
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles1 record
Yoga Rebel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Yoga Rebel partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Yoga Rebel competitors and assessment
Company assessmentBroad incumbents
- Alo Yoga: Large-scale yoga-inspired athleisure brand offering leggings, tops, hoodies, and lifestyle apparel to the same wellness-oriented consumer. Significantly larger, but operates in the same yoga-meets-fashion category.
- PrAna: Sustainable yoga and activewear brand offering organic and recycled fabric apparel. Comparable sustainability narrative, yoga consumer focus, and product mix (leggings, tops, sweatshirts).
- Reformation: Premium sustainable fashion brand with a strong sustainability narrative and DTC-led model. Comparable in premium sustainable positioning and conscious-consumer targeting, though broader in product scope beyond activewear.
- Free People Movement: Boho-lifestyle and activewear line within Free People targeting the same bohemian/yoga/wellness customer. Comparable aesthetic (faded, vintage-finish, spiritual messaging) and target consumer.
Direct peers
- Pact: Organic cotton apparel and activewear brand emphasizing ethical and sustainable production. Comparable in made-with-purpose messaging, organic fabric positioning, and DTC apparel offering.
- Spiritual Gangster: Yoga-and-positivity-led premium apparel brand combining sweatshirts, tees, and activewear with spiritual messaging. Directly comparable product mix, customer base (conscious yogis), and brand ethos to Eden Ashram.
- Beyond Yoga: Premium women's activewear and lifestyle apparel brand serving the yoga/fitness consumer. Comparable in product category (leggings, tanks, sweatshirts) and premium sustainable positioning, though at a larger scale.
Emerging players
- YogaClub: Subscription-based DTC service delivering curated yoga apparel from premium brands. Adjacent rather than directly competing, but serves the same conscious yoga-consumer segment and intersects in the discovery channel.
- Tripulse: European DTC activewear brand with a sustainability and yoga-consumer focus. Comparable scale, DTC model, and target audience to Eden Ashram.
Others
- Yoga Rebel (original Yoga Rebel brand): Listed as a peer only because it appears as the firmographic header in the source data while the actual business identity is Eden Ashram — they appear to be the same entity under different naming in the dataset.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Yoga Rebel social profiles
Digital presenceYoga Rebel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yoga Rebel leadership team
Management profileNumber of profiles
Yoga Rebel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yoga Rebel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yoga Rebel
What does Yoga Rebel do?
Yoga Rebel (operating as Eden Ashram) is a direct-to-consumer e-commerce apparel brand selling premium, ethically produced, and sustainable clothing — including graphic T-Shirts, Tank Tops, Sweatshirts, Hoodies, and Premium Activewear (leggings, bra tops). Products are manufactured made-to-order using organic, natural, and recycled fabrics under a zero-waste policy, and shipped globally with eco-friendly packaging and carbon-neutral delivery.
Is Yoga Rebel a public or private company?
Yoga Rebel is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yoga Rebel founded?
Yoga Rebel was founded in -1. It employs 1 to 10 people.
How does Yoga Rebel make money?
One revenue line is on record: direct E-commerce Sales.
Who are Yoga Rebel's main competitors?
Broad incumbents on record are Alo Yoga, PrAna, Reformation and Free People Movement. Direct peers are Pact, Spiritual Gangster and Beyond Yoga. Emerging players are YogaClub and Tripulse. Yoga Rebel (original Yoga Rebel brand) is listed as an others.
Does Yoga Rebel have an API?
No public API is recorded for Yoga Rebel.
What industry is Yoga Rebel in?
Yoga Rebel's product category is Sustainable Apparel. Its primary akta.pro industry code is CRAAAEAC, Yoga, Pilates & Studio Wear, with a secondary code of CRAMACAE, Yoga, Pilates & Studio Wear Retail. Its NAICS code is 45811 and its SIC code is 5600.