Yoga-Centric Athletic Fashion Boutique Hits Southampton

Say ohm in style because Juja Active has opened its first brick-and-mortar store in Southampton. The new activewear boutique is striving to serve as a destination for women of all ages who live or want to live active, healthy lifestyles and stocks 15 lesser-known indie brands designed to empower women through self-confidence.

The concept behind Juja Active comes from investment banker Jen Russo, who began practicing yoga about 15 years ago. During her travels in the U.S., Europe and Asia, she had the opportunity to take classes in many different studios while discovering several great brands that were sold almost exclusively at yoga studios.

“I came to the conclusion that there was a lot of great product out there that wasn’t reaching the mainstream consumer, a clear white space in the retail market,” Russo said. “I decided to create Juja Active to enable consumers to discover and be inspired by these amazing, up-and-coming indie brands.”

Russo narrowed her focus on yoga after spending most of her 20s trying lots of different kinds of workouts.

“While I loved many of them, I found that yoga brought a spiritual aspect to my workout that I hadn’t experienced since I had stopped dancing,” Russo said. “The benefits I have found within my practice are increased physical strength and flexibility as well as becoming a more centered and compassionate person.”

A selection of the independent brands sold at Juja Active include the first collections of Crane & Lion and Track & BlissRed Tiger, an Australian brand new to the U.S. and Electric & Rose, a husband and wife design team based out of Venice, Calif. Many of the brands are created by women who embrace the same philosophy that Juja Active has which “embodies a supportive, nurturing culture that is not competitive or isolating but rather celebratory and empowering,” said Russo.

image: juja active

image: juja active

Juja will have products for all types of yoga practices as well as other boutique fitness classes such as barre, Pilates, spin and boot camp.

The Southampton store, designed by notable architecture firm Husband Wife, is a friendly and welcoming space that reflects the community’s chic, casual style and evokes a sense of calm with its open design. With whitewashed floors and frosted mirrors and sand-finished structures filled with white stones, the space allows the apparel to express itself.

“The fitting rooms will be a beautiful environment for trying on products and people are welcome to try out their selections using a yoga mat nearby to ensure product fits well and feels great,” explained Russo. “We hope that customers love the positive energy of the store when they step inside and are excited about the products they see.”

Located at 38 Jobs Lane in Southampton, Juja Active will be open from 10am-6pm Sunday through Thursday and 10am-7pm Friday and Saturday. The boutique will host a number of exciting events this summer including a series of on-site yoga classes on several Saturdays throughout with a portion of proceeds going to select non-profits dedicated to empowering women and girls.

vanessa gordon

Vanessa is a writer, tutor and fitness instructor based in the Hamptons. She loves paddle boarding, antiquarian cookbooks, and tea rooms. Check out more of her work at