High-end Italian luxury brand Poltrona Frau has renamed its “Giobagnara X Poltrona Frau Yoga Mat” made from bull leather as “Giobagnara X Poltrona Frau Exercise Mat” after Hindus protested, calling it highly inappropriate.
The product seen on Poltrona Frau website on July 19 (when Hindus protested) was named as “Giobagnara X Poltrona Frau Yoga Mat”; but when checked today; it appeared under the name “Giobagnara X Poltrona Frau Exercise Mat”. It was also shown as “unavailable” today.
Hindu statesman Rajan Zed, in a statement in Nevada (USA), had said that this “Giobagnara X Poltrona Frau Yoga Mat” seemed ridiculing and offending two sacred concepts of Hinduism—yoga and bull—and was hugely insensitive to Hindu feelings.
Scenario of yoga (profound, sacred and ancient discipline; introduced and nourished by Hinduism) being performed on a mat made from a killed bull (deeply sacred and honored in Hinduism) was painful to Hindu sentiments; Zed, who is President of Universal Society of Hinduism, had indicated.
Prestigious, heritage‑driven brands like Poltrona Frau & Giobagnara should not be in the business of religious appropriation, sacrilege, mocking serious spiritual practices and ridiculing entire communities; Rajan Zed had noted.
Zed had also urged Poltrona Frau CEO Nicola Coropulis and Giobagnara CEO Giorgio Bagnara to offer a formal apology and be serious about their ethical responsibility.
Hinduism was the oldest and third largest religion of the world with about 1.3 billion adherents and a rich philosophical thought and it should not be taken frivolously. Practices/concepts/traditions of any faith, larger or smaller, should not be ridiculed at; Rajan Zed had stated.
Yoga, which found reference in world’s oldest extant scripture Rig-Veda and other early Hindu texts, is considered union with God, one of the six systems of Hindu philosophy, and mean for transforming consciousness and purification of the Self and attaining liberation. It involved withdrawal and its objective was the state of blissful liberation, Zed had pointed out.
Bull is considered deeply sacred and is honored in Hinduism. Bull Nandi, a deity in his own right, is the revered divine vahana (mount) of Lord Shiva; and it symbolizes devotion, dharma (righteousness), fertility, purity, service, strength, etc. In temples dedicated to Lord Shiva, his murti (statue) sits right outside the sanctum, and devotees offer prayers to Nandi; Rajan Zed had added.
Giobagnara X Poltrona Frau Yoga Mat with Holder, which was available at London‑based luxury e‑commerce company ABASK website on July 19 for $1,735; was not seen today.
Poltrona Frau, an iconic luxury house of leather craftsmanship, headquartered in Tolentino (Marche) and launched in 1912, positions itself as “ultimate aspirational Brand” and which claims to “work to make the World better”. Giobagnara, headquartered in Genoa (Liguria), is an ultra-luxury design house known for refined, design‑forward leather craftsmanship.