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Beyond Yoga Opens Flatiron Pop-Up Centered on Glowzone Performance Fabric
Levi Strauss & Co.-owned Beyond Yoga has opened a New York City pop-up in the Flatiron neighborhood, running through early January, to showcase Glowzone, its new high-sweat performance fabrication, alongside exclusive city merchandise and weekend programming.
The California-based activewear brand said the Flatiron space carries a broader assortment than its previous New York outing, with more SKUs available for purchase and a dedicated downstairs studio reserved for workouts. Shoppers can browse outerwear and fleece alongside the newest pieces from Glowzone, which Beyond Yoga describes as its most significant technical innovation to date.
Glowzone officially launched in July after two years of development. The fabrication is positioned for higher-impact training — strength work, hot yoga, cycling and running — and is built to handle elevated temperatures. It is lighter than the brand's Spacedye fabric and carries compressive properties.
"Our customer really wanted something a little bit lighter weight, that was more for higher-impact or sweatier environments," CEO Nancy Green said.
The pop-up also offers merchandise exclusive to New York City and weekend programming that includes movement classes.
Beyond Yoga first planted a New York City pop-up in 2024 as part of its "Club Beyond" experience. Green said that earlier activation was primarily aimed at brand engagement, while the current storefront is oriented more toward selling product as the label widens its East Coast footprint.