by Annie Vischer
There’s something cult-like about Lululemon. It was only founded in 1998 and has already seemingly taken the world by storm. So what’s so special about it? Granted, the rails are full of pastel colours, feminine fits and figure hugging designs, the store has some sort of feel-good-factor to it. But what sets it apart from the likes of Sweaty Betty and Lorna Jane? Perhaps the whole vision and concept that comes with it.
Lululemon don’t just sell clothes. They sell a lifestyle. It’s not the first brand to make use of this idea. Think of Jack Wills, it seized upon the post-boarding school milestone of university, and made it an era only to be clothed by them. Their lack of heavy advertising made their brand elite. Buyers felt they had discovered a secret, and it became a uniform of like-minded young ones. They affiliated themselves with varsity polo and rugby matches, hosted beach parties in seasonal go-to destinations for the preppy set and arranged in-store DJ sets and gigs. If you bought into Jack Wills, you bought into the Jack Wills life.
And it’s the same deal with Lulu Lemon. They started out in Canada in 1998, and now have multiple stores around the world, as well as branded health retreats, that members of their staff are sent to after a certain period of time with the company. Their first event in London resulted in a 400 strong crowd gathering for a super-sized (in terms of population, certainly not the yoga bunnies in attendance) yoga class in Covent Garden. Considering most UK fitness fashionistas have not, until now, heart of the brand, that’s quite a big thing.
The brand, though a beacon of health and well-being, is not squeaky clean. It has been the centre of a whole lotta’ controversy stateside after it issued a line of gym leggings that left little to the imagination when the wearer bent over. They made the need for well-chosen underwear at the gym essential. To make matters worse, founder Chip Wilson then implied that it was not a defect in the gym leggings, but some women’s inadequately honed and toned thighs that caused the sheerness. Needless to say he was soon asked to stand down from his senior role in the company. Not exactly the type of guy you’d want to be doing a yoga class with.
It remains to be seen how the brand will settle into the UK in its new Covent Garden location. With prices starting off at £38 an ranging into the £90 bracket for a pair of leggings, it’s fair to say that it will exclude a fair few gym-wear shoppers. But the rails look pretty, the website and shop are packed full of items with cuts and patterns you probably can’t fine any where else, and….they even have a Yoga Mat Tote (£42.00).
Lululemon, 19-20 Long Acre Road, Covent Garden WC2E 9LD, www.lululemon.co.uk.