Russell Simmons Gets Into the Yoga Business

Announces New Yoga Line of Apparel, Mats, Equipment and More

Move over, Lululemon - you've got some new competition. Hip-hop mogul Russell Simmons, the "Godfather of Hip-Hop" who founded the Def Jam record label and is now worth a reported $340 million, just announced he's launching his own yoga line.

In recent years, Russell's made no secret of his passion for yoga. Not only does he preach its virtues regularly, he's often been photographed getting his Om on before he starts the rest of his day. "Yoga continues to teach me many things, perhaps the most important is the concept of non-violence in every aspect of your life as a global citizen of the world." He's so passionate about non-violence, he's been a vegan since 1998.

His new line will be called Tantris and it's set to include womenswear, menswear, yoga mats, pillows, candles and more. He hopes to eventually expand the brand to include yoga studios, juice bars and vegan restaurants.

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Pretty Zen for the guy who rose to fame by discovering the rap group Run-DMC, right? This time, however, Simmons insists he's not in it for the money. "I'm doing this because of my passion for yoga, not because I'm that type of business guy."