Lululemon’s ‘Be Planet’ campaign could land it in an EU lawsuit

Seeing through the smoke and mirrors

It doesn’t take much digging to realise that Lululemon is not as sustainable as it wants us to believe.

Looking at the brand’s 2023 Impact Report, it is revealed that more than 60 percent of materials used by Lululemon are fossil-fuel derived – including polyester and nylon – and do not biodegrade. These materials are notorious for creating environmental pollution.

Lululemon also scores low on the 2023 Fashion Transparency Index, providing no evidence that it takes action to minimise microplastic contributions, as well as no evidence of its action protect biodiversity in its supply chain.

By including Canadian Olympic athletes in the “Be Planet” campaign, advocates from Stand believe Lululemon has not only deceived consumers, but those involved in the promotion too.

‘Our athletes deserve to be at their absolute best in a brand that aligns with their values… not misled,’ said Rachel Kitchin, Stand’s senior corporate climate campaigner.

How serious could the lawsuit get?

According to new EU law, sustainability claims made by any company must be verified by an independent and accredited organisation.

Although Stand.earth points out that Lululemon France’s greenhouse gas emissions remain low, they do not capture the full extent of Lululemon Athletica’s scope 3 emissions within its global supply chain – this is a network to which the French subsidiary is inextricably linked.

Stand also lodged a comparable complaint about Lululemon in Canada earlier this year. It led the national Competition Bureau to initiate an inquiry to discern whether the company had made ‘false, misleading and/or unsubstantiated representations’ that breached the Competition Act.

Still, European officials could take the complaint more seriously as momentum of protest actions against Lululmen have been intensifying.

Last week, activists orchestrated a dramatic street performance outside Lululemon’s flagship store in Vancouver. The previous week saw the group unfurl a banner at the Toronto Home of Team Canada building, insinuating that the athletes are ‘dressed in oil.’

While we’ll have to wait to see how the complaint against Lululemon unfolds, other brands should take this as a signal to answer broader calls for systemic change in fashion.