brand book

BRAND BOOK
2 6
12 16 18 22 26 32 ABOUT US
IN SHORT
VISION
HISTORY
PRODUCTS
SALES
PRESs
CONTACT
About DROP OF MINDFULNESS:
Feminine
colorful
Healthy
fun
A colorful, fun and feminine brand was born during yoga sessions in the
city that never sleeps, New York. The brand has now taken a step into
the market of sport fashion with focus on being trendy based on its unique
design, healthy philosophy and good quality. Being a Swedish brand,
Drop of Mindfulness primary market is Scandinavia, but during the last
seasons we have begun established ourselves worldwide.
Sport
Fashion
in short
Scandinavian Design
with inspiration from the
yoga culture in New York
Carefully chosen design
with focus on function
colorful collections
with a vision to inspire
a healthy lifestyle
High quality products
with an affordable
price point
Yoga
Dreams
Vision
Vision
We want
to inspire
a healthy
lifestyle
whilst making
a woman feel
beautiful
both inside
and out
Drop of Mindfulness goal is to position ourselves as one of the most appealing and
inspiring women’s sport fashion brands on the market by focusing on colorful and
unique designs at a commercial price point.
Carefully
Chosen
history
Drop of Mindfulness
started in the midst of
New York City, along
with Togetherness,
Yoga, Dreams and
a Big Vision.
The Drop of Mindfulness founders, Sofia
Hellqvist and Carolina Phil worked at Yoga
to the People, a donation based yoga
studio located in the East village. Here
people from all different backgrounds
came together to breathe for a moment,
making yoga a natural part of their life.
After many yoga classes, long walks by the
Hudson and endless discussions, Carolina
and Sofia were united in the vision of a new
yoga brand. Inspired by the colorful brands
offered on the US market, the beautiful
array of people in their yoga classes along
with their Swedish background, Drop of
Mindfulness was born in 2010.
»We saw a gap in the market when it
comes to functional, colorful and inspiring
yoga clothing. There were mostly loose
fit, dark colors, and cotton styles being
offered« says Carolina who has worked in
the fashion industry for several years.
»We wanted to create a new brand,
something that would inspire to a healthy
living. Looking good inside and out« says
Sofia, certified yoga teacher.
Drop of Mindfulness is driven by curiosity of answering, »What does a women
want?« in combination with promoting a
physical and mental healthy lifestyle.
PRODUCTS
Drop of Mindfulness
collection consists
of Tops, Leggings,
T-shirts, Shorts,
Bras, and Accessories.
The collections are presented four times
a year; Spring, Summer, Autumn and
Winter. We put a great deal of focus on
developing our collections, introducing
new styles with functional details and
vibrant colors. We always offer our favorite
styles as a base assortment.
One of our main focuses with our products
is that the fit is ideal for any form of workout.
Throughout the design development process we test our products in real life workout practices, so our customers focus and
energy goes to maximizing their training.
Although a Swedish brand we are inspired
by New York, where the brand was born.
Yoga and training is a lifestyle and motivation, and we want our clothes to portray
that as well. Every style is carefully chosen
and has a complimentary name based on
Carolina and Sofia’s memories from their
time in New York.
Our accessories are a complement to the
collection which consists of yoga mats,
bags, headbands and water bottles.
Sport
Training
Lifestyle
sales
Drop of
Mindfulness is
growing
all around
the world
Drop of Mindfulness main market is Sweden together with the rest of Scandinavia.
Especially in Sweden we have experienced a great response to our products, and
with that seen a significant increase in a request for Drop of Mindfulness. Together
with our success in the Scandinavian market we focus on growth in new territories.
Our headquarter is based at MnO International AB in Stockholm. MnO is a leading
fashion agency representing a chosen selection of quality brands.
KEY ACCOUNTS: NORDISKA KOMPANIET, XXL, STADIUM, URBAN OUTFITTERS,
SPORTAMORE, CARBON 38, ZALANDO, NELLY
PRESS
We work
hard
and we
also get
a lot of
love
from the
press.

CLINICS, CATALOUGES, PUBLIC RELATIONS,
FACEBOOK, INSTAGRAM, EVENTS, WEBSITE
PROJECT
PLAYGROUND
DROP OF MINDFULNESS
DONATES A PART OF ITS
REVENUE FOR THE BENEFIT OF
PROJECT PLAY­GROUNDS
WORK WITH CHILDREN AND
YOUTH IN DISADVANTAGED
AREAS IN SOUTH AFRICA´S
TOWNSHIP.
Project Playground provide free after school activities in a safe environment to let children be children and forget about the worries that often
occur in these areas. Project Playground are convinced that trough
organized sports, play and recreational activities, focusing on children’s
self- belief and motivate them to want to care about their future, it will in
the long run prevent problem as drugs, crime HIV, unemployment and
violence.
Read more about Project Playground at www.project-playground.org
CONTACT
Head Office
MnO International AB
Textilgatan 43 120 30
Stockholm, Sweden
P. +46 (0)8 587 916 00
F. +46 (0)8 660 27 69
www.mno.se
Brand Manager
Emelie Sandberg
[email protected]
P. +46 (0)72 373 66 19
www.dropofmindfulness.com
www.dropofmindfulness.com