Synonymous with yoga and workout wear, the strange but catchy “Lululemon” is now a household name. Founder Chip Wilson began his career in sportswear design by founding famous surf/skate/snow brand Westbeach where he worked until 1998, when he began taking yoga classes. The vigor of the class and the lack of available clothing appropriately catering to his new pursuit inspired Chip to begin designing yoga and work out gear, selling and trialing it in the space adjacent to the yoga studio. From these humble beginnings, Lululemon was born.
The philosophy behind the brand has been vital to its wide spread success. In a time when society is struggling with increased stress levels, longer working hours, and poor eating habits, the brand’s mission is to promote healthy lifestyles with these points: fun, balance, integrity, greatness and entrepreneurship. These elements are instilled in the employees, which is visible when entering a store due to the welcoming and helpful atmosphere the staff provide.
Why is Lululemon different from all the other work out wear brands? The ingrained philosophy is very endearing, however it is the product that makes a clothing brand successful. Lululemon has engineered some of their own original fabrics to cater to its clientelle- directly targetting runners, yoga lovers, dancers and those that want durable but very wearable work out clothing. Luon is a fabric made of nylon and lycra allowing increased movement without the risk of ripping and tearing. Silverescent contains real silver particles with antimicrobial properties designed for high sweat activities. Lullure is designed to feel like a second skin – ideal for dancers and those needing very slim lined active wear. These cleverly engineered fabrics are designed after feedback from high level athletes, yogis and dancers whom Lululemon has worked hard to establish partnerships with.
While the original intent of the company – to “elevate the world from mediocrity to greatness” – sounds incredibly ambitious, it is this confident drive that continues to increase the brand’s popularity and sales. The wearbility of the clothes, the colorful marketing, the inviting staff and stores and the durability and technicality of the fabrics have made the brand a worldwide success with over 100 stores in Australia, Canada, the U.S and Hong Kong. Lululemon is an unstoppable force with an environmentally friendly conscience. The success of the brand is testament to the long known power of positive thinking.
BLK1 Article: CAITLIN REID
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