Maya Angelou once advised us: When someone shows you who they are, believe them. In the case of Lululemon, the signs are crystal clear.
The upscale athleisure brand, which gained popularity in the early 2000s among yoga enthusiasts, has been associated with more negative publicity than positive. Even its name has a troubling racist origin: In a 2004 interview with National Post Business Magazine, Lululemon founder and former CEO Chip Wilson revealed that the name was chosen based on a racial stereotype towards people of Japanese descent struggling to pronounce English words containing the letter “L”.
Despite backlash, Wilson did not shy away from making controversial remarks, including comments about women’s bodies that led to his resignation as CEO in 2013. His dismissive attitude towards criticism of the quality of the fabric used in Lululemon products only exacerbated the brand’s already tarnished reputation.
While Lululemon has attempted to distance itself from Wilson’s problematic statements and showcase a more inclusive image, recent reports suggest that the company’s efforts are superficial. Current and former employees have spoken out, alleging a discriminatory culture that excludes Black individuals.
In a recent interview with Forbes, Wilson expressed his resistance towards Lululemon’s current diversity and inclusion initiatives, emphasizing that the brand should not try to appeal to everyone but rather define its target audience.
Despite the brand’s attempts at damage control and disavowing Wilson’s remarks, the question remains: Why support a brand with such a problematic history that has failed to truly embrace Black consumers?
