Urban Goddess designs pieces with functionality and comfort in mind, whilst remaining conscious of their impact on the planet, that’s why everything is made from organic cotton. Founder of the Amsterdam based brand, Marlene Smits, is inspired by modern city lives: urban and practical, and mostly busy. We chat with Marlene to find out more about the brand and her inspirations.
What inspired you to start Urban Goddess? What is your mission with Urban Goddess?
As someone who has been practicing yoga for over 25 years—and teaching it for nearly two decades—yoga is a huge part of my life. But before that, I was deeply rooted in the world of fashion. I studied at the Fashion Academy in Rotterdam and worked as a journalist for fashion magazines. So naturally, when I was looking for yoga wear, I wanted something that reflected my background and values: stylish, comfortable, and made with integrity.
But back then, the choices were limited. Most yoga clothes were either made from synthetic, plastic-based fabrics or had a look that felt a bit too hippie for my taste. And the few natural options didn’t align with what I felt yoga wear could be—beautiful, functional, and sustainable. So I decided to create it myself in 2013.
Urban Goddess is my answer to all of that. A brand that brings together the worlds I live in—yoga and fashion—in a way that feels authentic and responsible. I only work with certified organic fabrics that are clean and non-toxic. I’ve built long-term partnerships with factories I trust—places I visit regularly, where people are treated well, and where sustainability isn’t an afterthought, but the starting point.
Our main factory is fully solar-powered, with strong waste management systems. We offset our carbon footprint and are working towards becoming carbon negative. Every decision we make is about finding the better option, if possible, —not just for us, but for the planet and the people we work with.
Urban Goddess is for women who want more from their clothing. Who care about how things are made, and how they make them feel. Who believe that comfort, style, and ethics can—and should—go hand in hand.
Which women inspire you?
All women that bring their energy, creativity and love into the world are my inspiration.
What gets you energised and keeps you recharged?
My work keeps me inspired and gives me the drive to keep creating. I love seeing people wearing our clothes and feeling good in them. My spiritual practices have been my way to stay grounded and centered in what sometimes seems a bit of a crazy world.
Finish these sentences: “Always…” and “Never…”
Always try to move from your center on your mat and in life. Never force anything, let things unfold naturally and you’ll see and feel truths more easily.
