The Daily Telegraph

11th December 2013

“Liforme - yoga: London based start-up company Liforme has developed an innovative yoga mat with a unique ‘alignment system’ on its surface to help yogis of all traditions, levels and sizes to practice in perfect posture. The mat, which took Founder James Armaitage nearly 5 years to research and develop has the yoga community excited by this groundbreaking specially-engineered material, which comes with a previously unheard of level of grip. Best for: balancing your inversion without slipping. Key piece: if there is one yoga mat you ever buy in your life, it’s this. Liforme yoga mat, £100”