Deepak Chopra, the writer and controversial physician, isn’t the first name that comes to mind when it comes to fashion. But like any good thinking man, Chopra has broadened his horizons and teamed up with Rachel Roy on a collaboration of jewelry to benefit his Urban Yogi Initiative.
“Fashion represents the zeitgeist of our culture,” he told us at a luncheon celebrating the collection’s launch yesterday. “I’ve always been interested in fashion and how it’s becoming hybridized right now with different cultures coming together to make fusion fashions.”
And since Chopra is never one to follow conventional methods, it makes sense that he and Roy got together in an unlikely way. Rather than link up through agents, they met on Twitter.
“I tweeted at him,” Roy said of her initial outreach, “then he re-tweeted me and we moved on to direct messaging. He’s just a very interactive, kind, and forward-thinking man.” She met with Chopra at his office inside New York’s famed ABC Carpet & Home, “He asked me, ‘What can I do for you?’ and I said that I didn’t quite know what he could do for me but, ‘What I would like to do is create a product [together] and wherever you want the proceeds to go, they’ll go.’”
The result is a range of fine jewelry and t-shirts that will reach Roy’s consumer bases, at both the high end and high street levels. Selling on both Roy’s own site as well as AHAlife, the collaboration’s array of delicate Indian-inspired jewelry retails between $225 and $495, and t-shirts inscribed with some of Chopra’s most famous quotes sell at around $40. But better yet, 100% of proceeds benefit his Urban Yogi Initiative, which teaches at-risk youths an updated take on yoga, incorporating modern-day hip-hop into the mix.
Summing up her thoughts on Chopra, Roy said, “I believe that thoughts can change reality, and the thoughts that he has written have certainly changed my reality over the past few years.”