With its vertically integrated model that uses crowdsourcing and social media focus, Ellie looks to take on the luxury yoga brand.

Same quality but cheaper price sounds like a pretty good deal, doesn’t it? The problem is, most of the time, it is not feasible. Despite this, Ellie, an online-only women’s athletic clothing brand, is seeking to prove that it can make yoga pants, capris and tops on par with luxury label Lululemon, at half the cost.

The Canadian brand has dominated the yoga gear market since it arrived on the scene in 1998 but it is equally known for its high price tag as well as its healthy mantra. This left a gap in the market, says Ellie co-founder Marcus Greinke:

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