Lululemon’s future is not only in little black stretchy pants. When it launched in Vancouver in 1998, Lululemon aimed to be the only premium, performance-based yoga brand in the market; its first retail space was in a yoga studio.
Over the years, those form-fitting leggings (called Align and priced between $98 and $118) turned the brand into a status symbol, becoming code for women of a certain socio-economic tribe who drank matcha, practised yoga and had a high disposable income. The company’s controversial founder Chip Wilson, who stepped down in 2013, even published a book — Little Black Stretchy Pants: The Unauthorized Story of Lululemon (2018) — that paid titular homage.
您已阅读11%（774字），剩余89%（6537字）包含更多重要信息，订阅以继续探索完整内容，并享受更多专属服务。