When I first began researching premium yoga apparel brands for collaboration, Beyond Yoga immediately stood out — not just for its ultra-soft fabrics, but for its authentic commitment to body positivity.
Naturally, many people ask me: “Who owns Beyond Yoga now?”
The answer might surprise you — because it involves one of the biggest names in global fashion.
Beyond Yoga is owned by Levi Strauss & Co., the same company behind Levi’s jeans.
Levi’s acquired Beyond Yoga in 2021 to expand into the fast-growing athleisure and women’s activewear market.
Beyond Yoga still operates as an independent brand under the Levi Strauss umbrella — maintaining its identity while benefiting from global resources.
As of now, Levi Strauss & Co. owns 100% of Beyond Yoga.
The acquisition helped Levi’s diversify beyond denim into performance and comfort wear.
| Brand | Parent Company | Year Acquired | Headquarters |
|---|---|---|---|
| Beyond Yoga | Levi Strauss & Co. | 2021 | Los Angeles, USA |
| Athleta | Gap Inc. | 2008 | San Francisco, USA |
| Alo Yoga | Privately owned | — | Los Angeles, USA |
| Lululemon | Independent | — | Vancouver, Canada |
This move positioned Levi’s to compete in the $450B global activewear market — a strategic pivot beyond denim.
Before joining Levi’s, Beyond Yoga was founded in 2006 by Jodi Guber Brufsky and Michelle Wahler in Los Angeles.
They started the brand to create inclusive, body-positive activewear for all women — long before “size inclusivity” became a marketing buzzword.
From a small design studio to a global label — Beyond Yoga’s journey shows the power of mission-driven branding.
From my perspective as a manufacturer, the acquisition made perfect sense.
Levi’s wanted to tap into the fast-growing women’s activewear market, while Beyond Yoga needed scale and supply chain expertise.
| Levi Strauss’s Goals | Beyond Yoga’s Benefits |
|---|---|
| Expand into women’s athleisure | Access to global logistics & fabric sourcing |
| Reach new demographics | Stronger retail footprint |
| Build sustainability credentials | Increased manufacturing capacity |
It was a win-win: Levi’s got brand diversity; Beyond Yoga gained global support.
Contrary to what some expected, Beyond Yoga kept its original creative team.
Here’s what actually changed — and what stayed the same:
| Aspect | Before Acquisition | After Acquisition |
|---|---|---|
| Ownership | Independent founders | Levi Strauss & Co. |
| Design team | Same LA-based team | Retained |
| Production | USA-based with global sourcing | Expanded certified partners |
| Brand voice | Inclusive & body-positive | Unchanged |
| Retail presence | Mostly online | Now global retail rollout |
Beyond Yoga stayed true to its roots — Levi’s simply gave it the wings to scale.
| Brand | Price Range | Style Focus | Production Origin | Sustainability |
|---|---|---|---|---|
| Beyond Yoga | $80–$130 | Soft fabrics, inclusive sizing | USA & Asia | High |
| Alo Yoga | $90–$150 | Trend-driven, luxury appeal | USA & Asia | Medium |
| Lululemon | $98–$160 | Technical performance | Asia | High |
| FuKi Yoga (OEM) | Custom pricing | Private label yoga wear | China | High (eco-certified) |
Beyond Yoga balances softness and inclusivity better than most competitors — a key reason Levi’s invested.
Q1: Who owns Beyond Yoga in 2025?
Levi Strauss & Co. still owns Beyond Yoga as a fully integrated subsidiary.
Q2: Is Beyond Yoga part of Levi’s?
Yes — it operates under the Levi’s corporate group but retains independent branding.
Q3: Are Beyond Yoga clothes still made in the USA?
Many products are designed and partially produced in Los Angeles, but global partners assist in bulk manufacturing.
Q4: Did the founders stay after the acquisition?
Yes, both founders remained in leadership roles to guide creative direction.
Q5: What makes Beyond Yoga different from Alo or Lululemon?
Its focus on comfort, size inclusivity, and soft eco-fabrics over pure performance.
At FuKi Yoga, we help emerging brands follow in the footsteps of companies like Beyond Yoga —
combining premium fabrics, sustainable practices, and unique brand stories that connect globally.
Our services include:
We’ve seen how thoughtful design and ethical production can transform a brand.
Like Beyond Yoga, your label can grow from a small vision to a global community.
👉 Learn more: Visit FuKiYoga.com – Sustainable Yoga Wear Manufacturer