After rolling out mats for nearly 800 yogis in MoMA’s Abby Aldrich Rockefeller Sculpture Garden for last year’s installment, organizers of the Lolë White Tour are hoping up to 10,000 Namaste-ers will take part in its Sept. 2 event in Central Park.
An all-white dress code and online registration are the only requirements for the free class, which will be led by Elena Brower, Colleen Saidman Yee and Rodney Yee. Should they choose to, attendees can find plenty of white yoga pieces in the White by Lolë collection. There were 15 discounted options Friday afternoon on its e-commerce site, including the $60 Banita tank, the $72 Amoda Pants and the $120 Sohni Jacket.
Once they’re limbered up, yogis will catch a live performance by indie pop singer Ingrid Michaelson as well as special guest Donna De Lory (a former Madonna backup singer). Bernard Mariette, president and chief executive officer of the $100 million Montreal-based brand, will also be front-and-center. Yoga isn’t his only lung-expanding pursuit — he has also climbed Mount Kilimanjaro and spoke at the TED x Youth @ Montreal event.
In 2009, Mariette took on the ceo role and invested in Lolë’s parent company Coalision Inc. and with his team updated the product offerings,