When I first discovered Hey Honey Yoga, I was fascinated by its calm energy and sophisticated design.
As someone who works with yoga and activewear brands globally, I wanted to know how this German label started — and why it connects so strongly with mindful consumers.
After researching their early story and visiting similar European factories, here’s what I found:
Hey Honey Yoga originated in Hamburg, Germany, founded by sisters Janka and Imke Stumpe with their partner Matthias Roettger in 2015.
Their vision was to create yoga wear that blended sustainability, softness, and self-confidence.
Table of Contents
- Quick Answer
- 1. The Origin Story of Hey Honey Yoga
- 2. Inspiration Behind the Brand
- 3. From Home Studio to Global Recognition
- 4. Design Philosophy and Product Evolution
- 5. What Makes Hey Honey Different from Other Yoga Brands
- FAQs
- How FuKi Yoga Helps New Brands Build Their Origin Stories
Quick Answer
Hey Honey Yoga began in 2015 in Hamburg, Germany, when Janka and Imke Stumpe and Matthias Roettger combined their backgrounds in fashion, marketing, and business to design yoga wear that promotes comfort, confidence, and consciousness.
Their goal was simple: to bring mindfulness and aesthetics together in every garment.
1. The Origin Story of Hey Honey Yoga
The founders started Hey Honey Yoga out of a shared frustration — most yoga wear at the time was either too sporty or too synthetic.
They wanted something softer, cleaner, and more natural, aligning with the yoga lifestyle itself.
They designed their first collection from their Hamburg studio using:
- Recycled fibers
- Earthy, calm color palettes
- Ethically made materials sourced from European factories
From that point, Hey Honey quickly became a symbol of modern European mindfulness.
2. Inspiration Behind the Brand
From my perspective as a manufacturer, Hey Honey’s concept is both emotional and strategic.
Their philosophy — “Be kind to your body and the planet” — resonates deeply with yoga communities.
| Inspiration Source | How It Shows in Products |
|---|---|
| Yoga philosophy | Emphasis on balance and breathability |
| Scandinavian minimalism | Neutral tones and functional design |
| Slow fashion movement | Smaller batch production, no overstock |
| Female empowerment | Inclusive sizing and authentic storytelling |
Each product feels intentional, not industrial — that’s what sets Hey Honey apart.
3. From Home Studio to Global Recognition
Hey Honey’s founders started small — working from a home studio with limited fabrics and prototypes.
Within five years, they expanded to multiple European boutiques and an international online presence.
| Year | Milestone |
|---|---|
| 2015 | Brand launched in Hamburg |
| 2016 | First online store and yoga partnerships |
| 2018 | Moved to larger sustainable production in Portugal |
| 2020 | Global distribution begins |
| 2023 | Collaborations with European influencers |
This organic growth shows how authenticity can outperform advertising.
4. Design Philosophy and Product Evolution
The founders describe their approach as “feminine, functional, and free.”
From the design perspective, their evolution followed three stages:
- Essentials Stage (2015–2017)
- Simple leggings and tops using recycled nylon.
- Signature Stage (2018–2020)
- Added matching sets and minimalist prints.
- Mindful Stage (2021–Present)
- Expanded into lifestyle wear — hoodies, joggers, bras — using organic cotton and modal.
The result: a cohesive yoga lifestyle brand, not just an apparel company.
5. What Makes Hey Honey Different from Other Yoga Brands
| Brand | Origin | Focus | Material Philosophy | Price Range (USD) |
|---|---|---|---|---|
| Hey Honey Yoga | Germany | Mindful minimalism | Eco-certified European fabrics | $80–$130 |
| Lululemon | Canada | Technical performance | Synthetic innovation | $100–$160 |
| Alo Yoga | USA | Luxury athleisure | Fashion-focused materials | $90–$150 |
| FuKi Yoga (OEM) | China | Custom private label | Sustainable OEM production | Custom pricing |
Hey Honey Yoga bridges the gap between ethical production and everyday luxury, offering soft textures without excess branding.
FAQs
Q1: Who founded Hey Honey Yoga?
Sisters Janka and Imke Stumpe, with their partner Matthias Roettger.
Q2: When was Hey Honey Yoga founded?
In 2015, in Hamburg, Germany.
Q3: What inspired the brand?
The founders’ shared love for yoga, sustainability, and European fashion.
Q4: Where is Hey Honey produced?
In Portugal and Turkey, under ethical labor standards.
Q5: What makes it different from other brands?
A focus on simplicity, slow fashion, and mindful design.
How FuKi Yoga Helps New Brands Build Their Origin Stories
At FuKi Yoga, we help emerging yoga and activewear brands build their own origin stories — just like Hey Honey did.
We believe every collection should express a founder’s purpose and personality.
Our expertise includes:
- OEM/ODM manufacturing with eco-certified materials
- Brand identity development (logo, packaging, product storytelling)
- Private label design for startups and studios
- Low MOQ production to test markets efficiently
- Sustainable sourcing & lifecycle consultation
If you dream of launching your own mindful yoga brand,
FuKi Yoga is your partner in turning inspiration into a scalable business.
👉 Learn more: Visit FuKiYoga.com – Build Your Sustainable Yoga Brand
