A remarkable event recently took place in the stunning setting of The Loft: the launch of the No-Waste Meditation Cushion. This special occasion was hosted by The Launch and The View Yoga, two brands that place sustainability and mindfulness at the heart of their mission. The result? A morning filled with yoga, connection, and groundbreaking sustainable innovation.
The View Yoga & The Launch: A perfect match
Let’s introduce two inspiring women and their visionary brands. The View Yoga, founded by Susan, embraces a conscious approach to fashion in the yoga industry. With a background in fashion and experience as a yoga instructor, she recognised the importance of ethically and sustainably produced yoga apparel. The View Yoga integrates the core values of yoga—honesty and non-harm—into garments made responsibly in Portugal and Amsterdam.
The birth of the no-waste meditation cushion
During one of their many conversations about sustainability, Victorine proposed an idea: what if the leftover fabrics from production could be repurposed as filling for meditation cushions? And so, the No-Waste Meditation Cushion was born—a product that aligns perfectly with both brands’ core values. This innovative approach breathes new life into surplus materials, actively reducing waste.
Beyond the product itself, Susan and Victorine hope their collaboration fosters a more sustainable mindset within the yoga community. As Susan puts it: “I truly hope yogis practise mindfulness not just on the mat, but in all aspects of life. Being conscious of what and where you buy is part of that. The more attention sustainable brands receive, the more they will grow—and that’s what we need to truly change the fashion industry.”
An inspirational morning at The Loft
To celebrate this unique launch, The View Yoga and The Launch hosted an event at The Loft, located at Atelier Oost Amsterdam. This was the first major event for both brands, making its organisation a challenge, yet they managed to create an intimate and meaningful gathering. Susan explains: : “We carefully selected the venue, as we wanted both a yoga session and a social coffee moment afterwards. We did a lot ourselves, but also had amazing support from friends.”
The morning began with a yoga class, where participants had the chance to experience the No-Waste Meditation Cushion firsthand. The spacious, light-filled venue provided the perfect atmosphere—earthy tones, natural light streaming through the windows, and a calming, inspiring energy. Following the yoga session, guests enjoyed a coffee and networking moment, where they could learn more about the meditation cushion and the sustainable vision behind it.
Both Susan and Victorine agreed: the location played a crucial role in shaping the event’s atmosphere. “We were incredibly lucky that the sun shone so beautifully in the morning. The light in this studio is already stunning, but with the sun, it was magical,” Susan shared. The spacious layout allowed for different areas, encouraging guests to relax, engage, and connect in a meaningful way.
The future of sustainability at The View Yoga & The Launch
Both brands remain committed to pioneering sustainable innovations. For The View Yoga, a key focus is developing yoga apparel made from natural materials—an ambitious goal in an industry dominated by synthetic fabrics. By creating new textiles, such as linen adapted for yoga movements, The View Yoga continues to take steps toward a more sustainable future. “Step by step,” as Susan puts it.
This event proved that sustainability and yoga go hand in hand. The View Yoga and The Launch demonstrated that conscious choices—whether in what we wear or how we produce—can make a significant impact. Hopefully, their collaboration will inspire yogis to cultivate mindfulness not just on the mat, but in their daily lives.
With this extraordinary event at The Loft, a new standard has been set for sustainable product launches—one of inspiration, awareness, and connection. And at the heart of it all: the No-Waste Meditation Cushion, a product that perfectly embodies the values of yoga and sustainaility.
