Friends of the Earth
We are very proud to support Friends of the Earth. Friends of the Earth is an international community that brings together more than two million people in 75 countries dedicated to the protection of the natural world and the wellbeing of everyone in it. It leads campaigns, provides resources and information, and promotes alternative solutions aimed at creating a cleaner, healthier, fairer world for everyone, for today and generations to come. We believe that by working together we can protect people and the planet! We are donating 5% of every sale from Liforme 'White Magic' Mats and Liforme 'Purple Earth' Mats from this site to Friends of the Earth, to ensure that generations to come will enjoy a safer climate, flourishing nature, healthy air, water, and food.
OUR CONTRIBUTION5% from every sale of Liforme 'White Magic' Mats and Liforme 'Purple Earth' Mats via this site will be donated to support our Official Charity Partner Friends of the Earth. We're very proud to announce that we have donated over $130,000 Friends of the Earth as of February 2020... And we're still going!
According to the 'Purple Earth Theory', way back before us humans came along, early planet Earth may have looked purple rather than green. We created Liforme's 'Purple Earth' Mat in a naturalistic hue to honour our dedication to sustainability and conservation.
The Liforme 'White Magic' Mat, designed in collaboration with International Yoga teacher Kino MacGregor, was created in honour of the connection with nature that White Magic, also known as Earth Magic, brings to us.
Where does this money go?
5% from your purchase of a 'Purple Earth' Mat or 'White Magic' Mat from Liforme.com goes straight to Friends of the Earth, which works tirelessly through grassroots and legislative campaigns to improve the environmental outlook for the future.
At Liforme, the health of our planet is a top priority. When I started developing Liforme products, I learnt all about common materials used in Yoga mats and that these materials can in some cases be unnecessarily damaging to the planet. I soon realised that creating environmentally low-impact yoga products had become one of the most important focal points for Liforme.
James Armitage, CEO and Founder
The History of the Yoga Mat
The development of the Yoga mat as we know it is quite an interesting story. Watch our animated journey through the history of the mat, from animal skins to carpet underlay, as Yogis searched for the perfect steady and comfortable base for their practices. Discover why PVC mats are so toxic for the environment (not to mention not very effective at offering cushioning and traction) and learn why it’s more important than ever to choose a body-kind and planet friendly mat.