The billionaire founder of Lululemon, Chip Wilson, is once again at the center of controversy after recent statements suggesting the brand is “not for everyone.” These remarks, made in a Forbes interview, have ignited a fresh wave of backlash and raised questions about Lululemon’s brand identity and its evolving customer base.
Wilson, who previously served as CEO of the yoga-inspired athletic apparel company, criticized Lululemon’s efforts to broaden its appeal, stating that the brand was “trying to become like the Gap, everything to everybody.” He argued that a strong brand should have clear boundaries and not cater to all consumers. “And I think the definition of a brand is that you’re not everything to everybody… You’ve got to be clear that you don’t want certain customers coming in,” Wilson asserted in the Forbes interview.
Adding fuel to the fire, Wilson also voiced his disapproval of Lululemon’s diversity and inclusion initiatives, claiming that the individuals chosen to represent the brand in advertisements appeared “unhealthy,” “sickly,” and “not inspirational.” Furthermore, he expressed disdain for the company’s expansion into fashion-oriented apparel beyond activewear, such as men’s dress shirts, despite Lululemon’s significant stock growth in the past year.
These comments quickly spread across social media, triggering widespread condemnation. This is not the first time Wilson’s public pronouncements have landed him in hot water. His history of controversial statements dates back to his tenure as CEO, ultimately leading to his resignation in 2013 amidst similar criticism.
In response to the latest uproar, a Lululemon spokesperson firmly stated to USA TODAY, “Chip Wilson does not speak for lululemon.” The spokesperson emphasized that Wilson’s views are not aligned with the company’s values and beliefs. “His comments do not reflect our company views or beliefs. Chip has not been involved with the company since his resignation from the board in 2015 and we are a very different company today,” the statement clarified. This response underscores the significant shift Lululemon has undergone since Wilson’s departure and its commitment to a more inclusive brand image.
A History of Problematic Statements
Chip Wilson’s recent outburst is not an isolated incident. Throughout his association with Lululemon, he has repeatedly faced criticism for insensitive and offensive remarks on various topics. His past controversies include comments about women’s bodies, the use of child labor, and even remarks directed at Japanese people. These incidents contributed to a growing public perception of Wilson as out of touch with contemporary social values and ultimately played a role in his exit from the company leadership.
In 2013, Wilson stepped down as CEO of Lululemon Athletica, and several years later, he completely severed ties with the board. The ongoing stream of public criticism from Wilson towards the company he founded led Lululemon Athletica to take decisive action in 2019. The company stripped him of his ability to appoint a representative to the board, citing violations of a 2014 agreement. This move signaled a clear attempt by Lululemon to distance itself from its founder’s increasingly discordant voice.
Lululemon’s Push for Diversity and Inclusion
In stark contrast to Wilson’s sentiments, Lululemon has made significant strides in recent years to champion diversity, equity, and inclusion (DEI). Following the global Black Lives Matter protests in 2020, the company publicly pledged to actively “stand up and fund Inclusion, Diversity, Equity, and Action within the organization to support meaningful, lasting change in the world.”
Lululemon acknowledged that the movement served as a catalyst for internal dialogues between senior leadership, underrepresented employees, and the broader community. This commitment translated into concrete actions, including increased funding for DEI initiatives, expanded employee training programs, and a focused effort to enhance workforce diversity.
The company’s 2023 Inclusion Report demonstrated tangible progress in these areas. Lululemon successfully achieved its goal of increasing diversity among store employees to 40% by 2023. While the company slightly missed its 30% diversity target for directors and assistant store managers, reaching 27%, the report indicates a clear commitment to ongoing improvement and accountability in its DEI efforts.
While Chip Wilson’s perspective may represent a nostalgic view of Lululemon’s early brand identity, the company’s current trajectory is firmly rooted in inclusivity and broader market appeal. The controversy sparked by his remarks highlights the ongoing tension between maintaining a distinct brand image and embracing the evolving values of a diverse and increasingly conscious consumer base.
