is lululemon a sellout? [via elephant journal]

Lululemon is in the business of yoga. Are they evil? Far from it. Are they full of idealism, love, happy-happy yoga? Far from it.*

Couple years back, Lululemon—a successful national chain and home of the butt-flattering yoga pants—came into elephant journal’s hometown, Boulder. Directly competing with longtime little local indie dance, climbing and yoga gear shops was unavoidable, and we gave ‘em the benefit of the doubt. Frankly, it’s nice to see someone make a big success in our demographic (Whole Foods for lunch, anyone?).

Lulu advertised in our (indie) publication a few times (seriously, thanks!)…and then left us like yesterday’s news as soon as they were established. After maybe four years, they (and their Stepford-happy Ambassadors) seem about as connected to community as…well, anyone too used to thinking of their community as a demographic.

Look to prAna, Patagonia, if you wanna see bigger companies connecting with (and supporting) their own demographic out of inspiration, not success.

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