Lululemon’s latest lawsuit might be creating more hype for its competition than intended.
On June 27, the athleisure company initiated legal action against Costco, alleging that its Kirkland Signature brand is distributing imitations of its distinctive designs—such as the $128 ABC pants—at prices starting as low as $19.90.
As part of the suit, Lululemon pointed to viral TikToks using the hashtag #LululemonDupes as supposed proof.
However, public opinion has recently tilted in Costco’s favor, as numerous consumers expressed that they were unaware of Costco’s sales of these purportedly similar styles at reduced prices until the lawsuit made headlines.
Currently, social media is abuzz with users applauding Costco for providing budget-friendly alternatives, while others criticize Lululemon for trying to monopolize the activewear market.
Critics say the brand may have accidentally handed Costco a PR win – and even a surge in sales.
‘Lululemon is suing because they don’t want everyone to realize their yoga pants should cost $20,’ one X (formerly Twitter) user said.
‘Good luck with that,’ another wrote.
Lululemon recently filed a lawsuit against Costco for allegedly selling knockoffs of its signature styles
The lawsuit has now backfired, with the public favoring Costco’s affordable ‘dupes’ to Lululemon’s pricey yoga pants
Social media users mocked Lululemon’s lawsuit, claiming to be drawn to cheaper versions of the brand’s yoga pants
‘Its actually funny Lulu thinks they have a patent on yoga pants.’
The apparel brand, founded in 1998, has accused Costco Wholesale Corporation of infringing on its intellectual property by selling knockoffs – and is now demanding a trial by jury.
Its Scuba hoodies and sweatshirts, Define jackets and ABC pants have all been copied by the general retailer, according to a lawsuit filed in a California court.
Lululemon, based in Vancouver, Canada, has claimed that some of the alleged fakes are being sold under Costco’s private label Kirkland.
However, others are made by manufacturers Danskin, Jockey and Spyder.
‘Some customers incorrectly believe these infringing products are authentic Lululemon apparel while still other customers specifically purchase the infringing products because they are difficult to distinguish from authentic Lululemon products, particularly for downstream purchasers or observers,’ the 49-page lawsuit states.
Lululemon has argued that it previously sent Costco cease and desist letters to no avail.
It is now asking the court to step in and has asked for the matter to be heard in front of a jury.
Lululemon claimed that it previously sent Costco cease-and-desist letters to no avail
Its ultimate aim is to order Costco to cease manufacturing, importing, marketing and selling the alleged dupes of Lululemon products.
Lululemon also wants the retailer to remove any adverts – either in print or online – featuring the alleged dupes to be removed as well as forcing Costco to cover any lost profits incurred from the products.
Costco has yet to file a response to Lululemon’s lawsuit. DailyMail.com has reached out for comment.
The legal action comes after Lululemon’s shares plunged 20 percent earlier this month as the athleisure brand suffered the consequences of Trump’s tariffs.
The brand – which has earned a cult following among millennial and Gen Z exercise enthusiasts – beat Wall Street’s expectations for its first quarter earnings, but cut its guidance for the rest of the year.
Sales were only up 1 percent year over year, compared to the 3 percent predicted by analysts.
The company said the ‘dynamic macroenvironment’ of tariffs and concerns about an economic downturn meant it has to readjust.
This will involve ‘strategic price increases’ to offset the negative effects of tariffs, chief financial officer Meghan Frank told analysts on the first quarter earnings call.
‘It will be price increases on a small portion of our assortments, and they will be modest in nature,’ she said.
The company has already faced criticism for the price of some of its items, including $128 yoga pants.
The price hikes will begin within a matter of weeks, Frank added.
CEO Calvin McDonald said he was ‘not happy’ about US growth figures and acknowledged that consumers are nervously pulling back their spending.
Lululemon has been hit hard by Trump’s trade policies as it sources from China, currently under a 30 percent tariff, and a range of other countries currently levied at 10 percent.
