Lululemon founder labels brand’s diverse models ‘uninspiring’

Disturbing claims have been made by the founder and former CEO of one of the world’s biggest activewear brands.

Lululemon’s billionaire founder Chip Wilson has slammed the yoga wear chain’s “whole diversity and inclusion thing”.

Lululemon’s billionaire founder Chip Wilson slammed the yoga wear chain’s “whole diversity and inclusion thing” as well as its use of “unhealthy” and “sickly” people in ads, some of which now feature models whom he considers “not inspirational”.

Mr Wilson, who held the CEO title until 2013 and stepped down as chairman of the board in 2013 after he sparked outrage by saying that “some women’s bodies just don’t actually work” for the company’s yoga pants, told Forbes this week that Lululemon has “become like the Gap, everything to everybody,” New York Post reported.

By Mr Wilson’s standards, the Vancouver, Canada-based brand should be just the opposite.

“I think the definition of a brand is that you’re not everything to everybody,” Mr Wilson told Forbes.

Lululemon founder Chip Wilson disagrees with the brand’s inclusion.

He thinks certain shoppers should be excluded. Picture: David Clark Photography

“You’ve got to be clear that you don’t want certain customers coming in.”

The remarks show that Mr Wilson hasn’t changed much since 2013, when he was ousted as CEO from the popular brand – which operates over 650 stores around the world – also over a public gaffe that sparked outrage.

“Quite frankly, some women’s bodies just actually don’t work for [Lululemon pants],” Mr Wilson said when asked about tights recalled this spring that were so sheer, they revealed women’s buttocks.

“It’s really about the rubbing through the thighs, how much pressure is there,” Mr Wilson added during the shocking TV interview.

He remained on his company’s board through 2015, when he left entirely.

“Chip Wilson does not speak for Lululemon, and his comments do not reflect our company views or beliefs,” a Lululemon spokesperson told New York Post.

Kiwi influencer Riley Hemson in a Lululemon ad. Picture: Instagram/lululemonausnz

Mr Wilson disagrees with the brand’s direction. Picture: Instagram/lululemonausnz

“We have made considerable progress since launching our Inclusion, Diversity, Equity and Action (IDEA) function, and we are proud of the goals we have achieved.”

Despite Mr Wilson’s grievances about the business’s moves over the past decade, its stock is up nearly 55 per cent over the past year alone.

And as of Wednesday afternoon, Lululemon was trading at $498.91 per share, a more than 8 per cent monthly increase.

Since 2020, Lululemon’s gains – which have made it the seventh-largest apparel company in the world, according to Forbes – have reportedly added almost $US4 billion ($6 billion) to Mr Wilson’s total net worth, which was pegged at $US8.81 billion ($13.38 billion).

Mr Wilson could’ve raked in billions more had he held onto his entire 29 per cent stake he had in 2013 – a share that would be worth $US21 billion ($31.88 billion) today.

Mr Wilson, a meditation aficionado, founded Lululemon in 1998.

While Mr Wilson still profits from Lululemon, he left the company entirely in 2015. Picture: Instagram/lululemonausnz

Mr Wilson has a well-documented history of offensive commentary. Picture: Instagram/lululemonausnz

Among his most controversial opinions was how he came up with the brand name.

He told Canada’s National Post Business Magazine in a 2004 interview that he specifically came up with a brand name that has three L’s because the sound does not exist in Japanese phonetics.

“The reason the Japanese liked [my former skateboard brand, Homeless] was because it had an L in it and a Japanese marketing firm wouldn’t come up with a brand name with an L in it. L is not in their vocabulary. It’s a tough pronunciation for them. So I thought, next time I have a company, I’ll make a name with three Ls and see if I can get three times the money,” Mr Wilson told the outlet.

“It’s kind of exotic for them. I was playing with Ls and I came up with Lululemon. It’s funny to watch them try to say it.”

This article originally appeared on NY Post and was reproduced with permission

Originally published as Lululemon founder labels brand’s diverse models ‘uninspiring’