Eve Bradbury launches AUMOASIS, yoga clothing rooted in philosophy

AUMOASIS is entering a crowded yoga-clothing market with a point of view that is more about practice than hype. Eve Bradbury, a Kildare woman and former menswear designer in London, launched the brand in January 2026 after spending about a year and a half building it with help from her mother.

Bradbury’s background matters here. She spent almost three years designing menswear in London, including work for supplier companies linked to ASOS and M&S, before deciding she did not want to keep feeding trends and fast-fashion cycles. She has said she struggles with anxiety and that yoga grounds her, which helped push the brand toward a different set of values. As she became more interested in yoga’s philosophy and its roots in Hinduism, she saw a gap in the Western market for clothing that felt more aligned with that lineage.

Her mother brought a different kind of experience to the launch. EVOKE says she ran a boutique in Kildare for 25 years and helped on the entrepreneurial side of the business. That family setup gives AUMOASIS a more hands-on feel than the glossy, corporate wellness brands that dominate much of the category.

The brand’s own language makes the positioning clear. AUMOASIS describes itself as sustainable yoga and activewear curated with elegance, intention, and tradition. Its product copy leans into gentle movement, comfort, everyday ease, and the move from mat to daily life. Some pieces are made from bamboo fabric and other natural fibers, which fits the brand’s softer, less performance-driven aesthetic.

That kind of identity lands in a market with serious scale. Grand View Research estimates the global yoga clothing market at USD 52.8 billion in 2025, rising to USD 56.6 billion in 2026 and USD 92.8 billion by 2033. It also says online and e-commerce accounted for 39.4% of revenue in 2025, a reminder that yoga apparel is still being shaped by direct-to-consumer storytelling as much as by brick-and-mortar retail. The World Health Organization says physical activity can reduce symptoms of depression and anxiety, which helps explain why yoga-adjacent businesses keep finding an audience.

Bradbury’s launch does not try to outshout the market. It tries to re-root it. In a category where fashion branding often borrows yoga’s vocabulary, AUMOASIS is making the opposite case: that the clothing should feel like it belongs to the practice first.