Lululemon's athletic style.
Lululemon's athletic style. (Danilo Agutoli)


Lululemon's athletic style.

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A yoga-apparel brand founded by Canadian entrepreneur Chip Wilson in 1998. Wilson started making butt-flattering yoga pants in an effort to capitalize on what he saw as women’s desire to look good while working out. Lululemon’s apparel was an instant hit and soon had a fanatical following in the U.S. Women took to wearing the stuff to coffee shops, on the subway, even at work, spurring a larger athletic-wear-as-style movement.

Though Lululemon has experienced a handful of PR setbacks—including see-through pants, which Wilson initially blamed on women’s inner thighs rubbing against the material—its growth has continued. The brand has added men’s apparel and an outdoor line, and now has a market cap of almost $10 billion. Wilson resigned from the board this past February to launch a technical cashmere brand called Kit and Ace.

A Brief History of Dudes Doing Yoga

400 A.D. Patanjali compiles the Yoga Sutras, a foundational text. 

1849 Henry David Thoreau becomes an intermittent practitioner.

1998 Lululemon launches; offerings include a small menswear collection.

2012 Events company BrewAsanas pairs yoga with beer.

2014 Brogamats designs a mat bag that looks like a burrito. 

From Outside Magazine, August 2015 Lead Photo: Danilo Agutoli