About Us

About Our Business

Our Journey and Vision

Well-lit clothing store with racks of shirts and pants, a display of shoes, and a sign reading 'U.S. Navy'

Who We Are

At I Am That, we are more than a clothing brand — we are a reminder you can wear. Founded by Itay and Lika Barak, both certified yoga teachers and long-time practitioners of yoga, meditation, and mindfulness, we believe in the quiet power of daily reminders to connect us with our truest selves.

Our pieces are designed with intention — to be comfortable, versatile, and timeless — while carrying mantras drawn from the worlds of yoga, mindful living, and personal growth. Every product is a fusion of simplicity, quality, and meaning, inviting you to express who you are from the inside out.

Our Story

The journey began from our own lives and practice. Over years of practicing, learning, and raising a family, we realized that the tools and wisdom we gathered — from yoga, NLP, and mindfulness to classical homeopathy — were most powerful when kept close in daily life. The idea was simple: what if you could literally wear your reminder?

Each mantra we use comes from a place of personal connection — words we have lived by, shared in classes, or found in the pages of the books that shaped us. We wanted to create apparel that isn’t about trends, but about presence — helping you pause, breathe, and remember what matters.

We design each piece to feel as good as it looks, so you can move through your day with comfort, ease, and intention.

Two women shopping, examining a gray plaid blazer on a hanger in a clothing store

Storefront of a clothing store with mannequins displaying summer outfits and a blank sign

Our Mission

Our mission is to inspire presence and self-awareness through meaningful, high-quality clothing. We believe fashion can be a tool for inner connection, not just outer style.

Why Choose Us?

Meaning with Every Piece: Each design carries a mantra to keep close — a gentle nudge toward awareness and intention.
Comfort & Quality: We choose fabrics and fits that allow you to live, move, and feel at ease.
Timeless Design: Minimalist, versatile styles that work across seasons and occasions.
Authenticity: Everything we create comes from our own journey and practice — no gimmicks, just genuine inspiration.
Mindful Impact: We aim to source and produce responsibly, honoring both people and the planet.

Wearing I Am That is more than putting on clothes — it’s embracing a quiet reminder of who you already are.