TOLENTINO, ITALY: High-end Italian luxury brand Poltrona Frau has officially renamed its controversial “Giobagnara X Poltrona Frau Yoga Mat” to “Giobagnara X Poltrona Frau Exercise Mat”. The change comes following intense protests from Hindu groups who called the bull-leather product highly inappropriate and deeply offensive to their religious sentiments.
The product, which was clearly listed on the Poltrona Frau website on July 19 under its original name, sparked immediate backlash. As of today, the item has not only been rebranded to an “Exercise Mat” but is also currently listed as “unavailable”.
Offending Sacred Concepts
The protests were spearheaded by distinguished Hindu statesman Rajan Zed, President of the Universal Society of Hinduism, based in Nevada, USA. In a public statement, Zed argued that the luxury product seemingly ridiculed two profoundly sacred concepts of Hinduism: the ancient discipline of yoga and the veneration of the bull.
“The scenario of yoga—a profound, sacred, and ancient discipline introduced and nourished by Hinduism—being performed on a mat made from a killed bull is painful to Hindu sentiments,” Zed indicated.
In Hinduism, the bull is considered deeply sacred and is highly honored. The Bull Nandi, a deity in his own right, is the revered divine vahana (mount) of Lord Shiva. Nandi symbolizes devotion, dharma (righteousness), fertility, purity, service, and strength. Zed pointed out that in temples dedicated to Lord Shiva, Nandi’s murti (statue) traditionally sits right outside the sanctum, and devotees offer prayers directly to him.
Similarly, yoga is an ancient practice aimed at the purification of the Self and the attainment of spiritual liberation (moksha). Zed noted that combining this sacred practice with the skin of a revered animal was hugely insensitive.
A Call for Ethical Responsibility
The “Giobagnara X Poltrona Frau Yoga Mat with Holder” was previously available on luxury e-commerce platforms, including the London-based ABASK, for a hefty $1,735, but it has since been removed from the site.
While the rebranding and removal of the product from active sale mark a victory for the protesters, Rajan Zed had further urged Poltrona Frau CEO Nicola Coropulis and Giobagnara CEO Giorgio Bagnara to offer a formal, public apology.
Zed stressed that prestigious, heritage-driven brands should not be in the business of religious appropriation or sacrilege. “Practices, concepts, and traditions of any faith, larger or smaller, should not be ridiculed or taken frivolously,” he stated.
Poltrona Frau, launched in 1912 and headquartered in Tolentino, positions itself as the “ultimate aspirational brand” that claims to “work to make the World better”. Its partner in this collaboration, Genoa-based Giobagnara, is an ultra-luxury design house renowned for its refined leather craftsmanship.
