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.
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.
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:
From that point, Hey Honey quickly became a symbol of modern European mindfulness.
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.
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.
The founders describe their approach as “feminine, functional, and free.”
From the design perspective, their evolution followed three stages:
The result: a cohesive yoga lifestyle brand, not just an apparel company.
| 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.
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.
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:
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