Beyond Yoga is coming soon to Westfield Montgomery Mall in Bethesda. The "female-founded and led" (it's actually now owned by Levi Strauss & Co.) athleisurewear brand will immediately face intense competition from existing mall tenants like Lululemon and Fabletics. Like those labels, Beyond Yoga has celebrity endorsers, including Jennifer Lawrence and Olivia Wilde.
The Los Angeles-based company's calling cards include a "body-positive" product line, a Thred-Up apparel exchange program, and its proprietary soft Spacedye fabric. It recently expanded into men's apparel. Beyond Yoga is expected to be open by summer.
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