Founded by Jenane Benhalim, a yoga instructor with a passion for expanding the wellness industry in Egypt, FLOW follows a 100% eco-friendly approach, exclusively using local, recycled material.
Yoga, above all, is a practice of mindfulness and compassion. And that includes compassion for Mother Nature - a lesson that new local yoga essentials brand FLOW is all about. Founded by Jenane Benhalim, a yoga and conditioning instructor with a passion for expanding the wellness industry in Egypt, FLOW follows a 100% eco-friendly approach, exclusively using material that has been recycled and locally produced.
“As a brand, we are eager to offer good quality yoga and fitness products in the Egyptian market that will inspire yogis, and yogis to be, to have a better practice,” Benhalim tells CairoScene. “We aim to create products that carry over to the streets, translating into an everyday lifestyle of conscious living and mindful movements.”
By capturing what is currently in vogue and reflecting into their lifestyle products, FLOW hopes not just to be practical but to be attractive, thereby promoting conscious living beyond the studio. Benhalim launched FLOW earlier this July with a capsule yoga canvas bag collection, which included two designs with two colour-ways each. The designs are the work of graphic designer Marsy Creates Things, who has earned a cult-like following for her achingly cool aesthetics. After the designs are made, FLOW produces their material with a digital printing company, and the bags are assembled in a local factory.
Soon, they plan to expand their product line with more exciting yoga and fitness-related products.