NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Business / Companies / Retail

NZ wool yoga mat ready for launch

Otago Daily Times
22 Oct, 2017 07:52 PM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

A Fifth Breath yoga mat gets a workout in the New Zealand countryside. Photo / Supplied

A Fifth Breath yoga mat gets a workout in the New Zealand countryside. Photo / Supplied

Dana McKenzie always felt it was somewhat of an oxymoron to be practising yoga on a ''stinky'' PVC mat.

So, armed with a passion for wool - and a desire to find a use for it - the Romanian-born entrepreneur decided to do something about it.

This weekend, McKenzie has been at OM Yoga in London, the biggest yoga gathering in Europe, to launch wool mats to thousands of yoga enthusiasts.

Speaking to the Otago Daily Times, having just set up her stall, McKenzie said it had been a ''big dream in the making'' and she was thrilled to be there.

She likened the venture to what New Zealand company Icebreaker had done in the apparel industry - pioneering a niche.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Now living in Auckland, McKenzie lived abroad for about 20 years, mostly in the United States, France, Switzerland and Italy.

Her husband was a Kiwi who came from a farming family. The couple moved to New Zealand nearly four years ago.

She remembered hearing, long ago, her father-in-law talking about having to bury wool because it was not worth taking to auction.

Advertisement
Advertise with NZME.

''I just thought, how wrong to have to bury wool which is beautiful. Why would you do that?'' McKenzie recalled.

She learned about how wool was being pushed out of the market by synthetic fibres and some farmers were not even breaking even with their wool clip.

A computer engineer who had also been involved with business strategy, McKenzie decided she needed to ''crack'' the wool problem one day, when she had a chance.

Eventually leaving behind corporate roles, she decided it was time to focus on an entrepreneurial career - and do something about wool.

Discover more

Business

Florida boom town that shouldn't exist

23 Oct 07:05 PM

''I always knew I loved wool. I thought, how do I find a way to do something about that. It's a beautiful fibre ... a complete fibre.''

It seemed ridiculous, given the whole spiritual side of yoga, that the only thing available to practise it on was a ''stinky mat''.

She believed synthetic fibres were not aligned with the yoga principles of ''basically being non-harmful to the planet''.

Synthetics were not only petroleum-derived but, when they went to a landfill, they would not biodegrade for the next 200 years, she said.

So McKenzie started looking at options for wool processing and came across felting, recognising there would need to be some extra help to ensure grip.

She got the project to a certain point before putting it on hold. The felt-maker was based in Europe and the mother-of-four was not willing to travel all the time.

Advertisement
Advertise with NZME.

Later, a friend in Europe who knew she had been working on the project encouraged her back into it and, together, they ''resuscitated'' it.

Fifth Breath was formed. It had been ''all go'' for the last year since they decided to get serious about the business.

A felting company was found in Germany and a non-toxic coating was applied on top of the mat. The wool was sourced through the New Zealand Merino Company.

It was decided to pick an event in Europe to launch the mats. OM Yoga seemed ideal, given it attracted more than 30,000 visitors.

Tests had been done with yoga teachers and there was ''quite a buoyant'' pre-order backlog, as word began to spread.

The general public had never seen wool yoga mats and it was exciting to imagine what the yoga industry would think about a natural fibre product.

Advertisement
Advertise with NZME.

It was also an opportunity to give wool another novel application and to promote wool ''for all its merits'', she said.

Yoga was a ''massive'' industry globally with millions of practitioners. She expected Fifth Breath would have a premium niche, rather than being mass-market.

Diversifying was also on the cards. There were lots of props and accessories in the yoga industry currently made from synthetic fibres.

Through proper education, she hoped awareness would be raised of what synthetics were doing to the planet.

New Zealand Merino Company market innovation general manager Jarrod Patrick said the company was very excited to be working with Fifth Breath.

Not only did it share NZM's passion and understanding of the beneficial attributes of wool, but it also embodied the shift in consumer behaviour towards sustainable, ethically sourced products.

Advertisement
Advertise with NZME.

''We were introduced to Fifth Breath via our community. New uses and new users of strong wool types are incredibly important to the growth of the wool industry as a whole.

''Linking new brands like Fifth Breath to our grower partners like Pamu Farms [Landcorp] goes a long way to ensuring grower sustainability and profitability,'' Mr Patrick said.

The Fifth Breath mat is made from a blend of stronger wool types selected for abrasion resistance, durability and pilling resistance.

Save

    Share this article

Latest from Retail

Premium
Retail

On The Up: How a Kiwi family built a tool empire from $10k and a vision

28 Jun 01:00 AM
Premium
Retail

Global beauty giant boosts NZ operations with new $6m South Auckland distribution centre

27 Jun 01:11 AM
Premium
Property

Why the new $100m Pak'nSave faces unique construction challenges

26 Jun 10:52 PM

Kaibosh gets a clean-energy boost in the fight against food waste

sponsored
Advertisement
Advertise with NZME.

Latest from Retail

Premium
On The Up: How a Kiwi family built a tool empire from $10k and a vision

On The Up: How a Kiwi family built a tool empire from $10k and a vision

28 Jun 01:00 AM

The Giles family remains deeply involved, with Graeme's son and nephew in key roles.

Premium
Global beauty giant boosts NZ operations with new $6m South Auckland distribution centre

Global beauty giant boosts NZ operations with new $6m South Auckland distribution centre

27 Jun 01:11 AM
Premium
Why the new $100m Pak'nSave faces unique construction challenges

Why the new $100m Pak'nSave faces unique construction challenges

26 Jun 10:52 PM
Premium
NZ's biggest new supermarket gets green light

NZ's biggest new supermarket gets green light

25 Jun 03:01 AM
Engage and explore one of the most remote places on Earth in comfort and style
sponsored

Engage and explore one of the most remote places on Earth in comfort and style

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP