On their journey to a more sustainable life, Anna and Sophie were confronted by the fact that while practicing yoga everyday, their yoga mats were anything but sustainable. Having completed their Masters in Sustainability Management in Sweden, it was time for these young women to create a yoga mat that actually contributes to a better planet. Find out more about these awesome looking mats.
What is hejhej-mats & who started it?
Our hejhej-mats yoga mats are the first closed-loop yoga mats. This means that they are made out of recycled materials and are also recyclable at the end of their lifespan. Anna and I started hejhej during our Master’s program in Sweden in 2017.
Why did you start hejhej-mats?
We were visiting an art exhibition during our time in Sweden and a Turkish artist was accusing yogis to act hypocritically. Most of them think that they live a quite sustainable lifestyle and yet practice yoga on a cheap and harmful yoga mat. Anna and I were feeling caught since we never thought about our yoga mats before. From this moment on we wanted to create a fully sustainable and closed-loop yoga mat.
How does hejhej-mats contribute to a better planet?
Our hejhej products are all designed in line with the Circular Economy. We think that this kind of economy holds the most sustainable potential. Products are made out of resources that the planet already has access off. In our case, it is foam off-cuts that are leftover during the production. These off-cuts get recycled and built the heart of our hejhej-mats. One of the most important parts of the Circular Economy is the end of the products’ lifespan. Sometimes, products are already produced out of recycled materials, however, barely any product is designed in a way that it is recyclable at the end. We think that this is so important and we only want to develop new products that are recyclable at the end. With our closed-loop products, we want to contribute to a better planet.
What are you most proud of?
Hejhej started with a crowdfunding campaign, reaching the funding goal was a really happy moment since it proved that not only we but people out there are convinced of our hejhej-mats.
Do you have any advice or tips for young entrepeneurs who want to start a (sustainable) brand?