Yoga Jeans was born from the bold vision of two brothers who refused to settle for ordinary. 

Co-founder Eric Wazana’s obsession with denim began as a kid, long before most people his age cared about fabric or fit. Every back-to-school season, Eric would distress his new jeans by hand—scraping them on sidewalks, softening them with sandpaper, and crafting small tears with Coca-Cola bottle caps. He wasn’t satisfied until they felt lived-in, loved, and truly his own.

This early defiance of the norm sparked something bigger, a dream to create denim that didn’t just look good, but felt amazing. That spark soon ignited in his younger brother, Jacob. 

Together, the Wazana brothers set out on a mission: to reinvent jeans as we know them. They studied the female form with intention and empathy, learning how denim could move with the body instead of against it. By re-engineering traditional patterns and fabrics, they created something completely new. Jeans so flexible and soft, you could literally do yoga in them. That breakthrough was the foundation of Yoga Jeans.