YXO's Mission

YXO’s mission is to inspire everyone to realize the power of their own potential — to love, to heal, to grow, to get stronger. Wherever you are on your transformational journey, we invite you to step on the mat and sweat it out.


Y is for yoga. XO is for love. Together, YXO represents a brand that expresses true appreciation for the ancient benefits of yoga while designing premium yoga products for a new generation. YXO was created in 2019 by Jordan Price, a graffiti artist, product designer, and yoga teacher. Inspired by street art and street fashion, YXO brings a modern, fashion-forward aesthetic to the centuries-old practice of yoga.

My Story

The healing powers of yoga are infinite.

Just ask anyone who has turned to the mat to heal from stress, grief, loss, disease or any kind of physical ailment. Whether your wounds are of mind, body or soul, yoga has a place in your path to recovery.

I know this because I suffered an ischemic stroke that turned my life upside down in 2014. This type of stroke is set off by a blockage in an artery that supplies blood to the brain. It left me with temporary paralysis, impaired vision, chronic nerve pain, extreme anxiety, and a mountain of other health issues.

In my search for a sustainable remedy, I discovered yoga. I immediately fell in love with it. Not only because it opened up something in my heart, it helped heal my body. I can truly say practicing yoga brought me to where I am today — strong enough to move on with my life and start my own business. I’m now a 500hr Registered Yoga Teacher, certified under master yoga instructor, Tamal Dodge.

With my health regained, I started to rebuild my life. That’s when I created YXO.

But my journey to birthing this beautiful brand actually began years before I got sick. In my younger days, I spent years as a leading member of the San Francisco graffiti community. Somehow, my artistic expression moved from the concrete jungle to the creative offices of some of the biggest sneaker brands in the world. Nike, Adidas, Puma, Fila, Huf and others all commissioned my artwork and designs. 

I even got a once-in-a-life opportunity to apprentice under internationally renowned pop artist Takashi Murakami, known for blurring the line between low and high art. This eventually led to working as a product designer for major tech brands including Amazon and Apple.

After spending so much time in the yoga studio, I saw an opportunity to distill all of my creative experiences and my love for yoga into what is now YXO. I have blended high-performance, sustainable materials with a modern design aesthetic to create premium yoga products. YXO yoga mats not only work as hard as you do, but they look great too.

I’m lucky to live in one of the most culturally rich cities in the world — Los Angeles. You can reach me at jordan@yxoyoga.com.