#BrandsWeLove: Noveme

We all know that working out is good for our physical and mental health, but what about the planet? Unfortunately, most workout gear out there is still far from being eco-conscious.

Either because of the materials used or the manufacturing process itself. So, I am always looking for brands and workout products that fully align with my values - that’s the case with Noveme. This small, independent London-based company taking its first steps towards a more eco-conscious and sustainable yoga practice.

They’ve recently launched a natural and ecologically sustainable yoga mat made of cork. Besides being sustainably made and durable, the premium natural cork upper offers excellent grip - which turns out to be super helpful when I am sweating during a yoga session.

Given the brand values and the positive experience I had with their product, I decided to get in touch with Diana Tavares (Noveme’s founder) to know more about Noveme and its production process.

Did you know that the company’s name was inspired by the word ‘novem’ (which means nine in Latin)? It also honors the cork harvesting process, as this takes place every nine years as cork oaks reach maturity.

Without further ado, here’s our exclusive interview:

- After working in marketing for so many years, what triggered you to create a sustainable brand like Noveme?

I wanted to launch my own eCommerce business for a while. I was just waiting for an idea that felt right. Something I would be proud of. 

Like so many others, when all gyms were forced to close due to the pandemic, I purchased a yoga mat and started working out at home. My daily exercise routine consisted mainly of yoga. It helped me unwind and relax from all stress and anxiety while exercising my body and relieving pain from sitting down in front of a computer for so many hours.  

A few months after purchasing it, my yoga mat showed signs of deterioration. Besides, it was a nightmare to practice on it as it offered no grip, so my hands would slip all over the place.  

I first had the idea during my morning yoga practice. That was the trigger to create a mat that would be grippy, comfortable, and durable. 

I believe that sustainability is no longer an option but an obligation. If you want to start a business that will succeed in the long term, you should follow ethical and sustainable practices. Hence, sustainability and respect for nature are at the core of Noveme.

Photo credit: Noveme

- With so many greenwashing practices out there, what were the main challenges you’ve faced while creating this natural yoga mat? 

All businesses have an impact on the environment. The main challenge was to find the right partners to manufacture our mats with the minimum impact possible. 

I wanted to find partners that would share our values and concerns regarding the environment and would allow us to produce in small quantities. Also, I wanted to avoid the use of plastic at all stages of the process. 

It was not easy, but after searching for a while and having conversations with several manufacturers, I found the right fit.

- Noveme works closely with family-owned businesses in Portugal to create premium and sustainable mats. Can you tell us a bit more about the production process?

When I first had the idea to develop this mat, I knew for sure that I wanted it to be made from cork. This material has excellent properties such as impermeability, hypoallergenic, durability, which are perfect to develop exercise equipment.

Portugal is the largest producer of cork in the world and where the best quality of cork is produced. Also, cork is a renewable natural resource that is harvested without damaging any trees  — in Portugal, it is illegal to cut down a cork oak tree, and special permission is needed to fell old and unproductive trees.

Our mats are made from natural raw materials sourced as locally as possible, handcrafted in small batches, with minimum use of machinery that is mainly powered with the use of renewable energy (solar panels) and packed without the use of any plastics. From harvesting to production, we rely on a qualified and ethically responsible workforce. 

- Was it easy to find producers and suppliers that were in tune with your brand values?

Finding the right partners was not an easy task. It required several conversations and a lot of research.

Photo credit: Noveme

- What makes Noveme’s mat different from other cork yoga mats available in the market?

Most cork yoga mats available in the market are made from agglomerated cork, a material made from granulated by-products of natural cork production. 

In cork production, nothing is wasted. Even the smallest residues are used to create by-products that can be made into cork-based products.

Although agglomerated cork is a sustainable material and is a great option for yoga props, Noveme sets itself apart by offering cork yoga mats crafted with slices of premium natural cork. 

As a result, the top layer of a Noveme mat is softer and more durable than an agglomerated cork one. Offering the right balance between grip and freedom of movement - allowing you to move freely during your practice, with the advantage of getting grippier the more you sweat. 

- If you could only highlight one feature from Noveme’s yoga mat (something that you love), what would it be?

The texture.  It's hard to describe how good natural cork feels when it touches your skin. It's the mix of the softness with the security of trusting that you won't slip while practicing that truly turns your practice into a sensory experience. Only natural materials can offer you these sensations. 

- Given that it’s not made out of rubber, like the yoga mats that most of us are used to, how can we clean Noveme’s yoga mat?

Caring for the Natural Yoga Mat couldn’t be easier. As cork is naturally antibacterial, antimicrobial, and antifungal, the mat requires minimal cleaning. When cleaning is necessary, you just have to wipe it down with a damp cloth using only water or a small amount of neutral soap and allow it to air dry.

- What are your main goals for this year?

The main goal for 2022 is to spread the word and sustainably grow our community and sales. 

- Can we expect new products any time soon?

Sure. As we grow our brand, our goal is to expand our natural exercise equipment line.