Why Lululemon has anti-coal campaigners fired up

Environmental activists have called out the multibillion-dollar clothing company Lululemon over concerns that the pollution churned out by its production practices is inconsistent with its ethical branding.

One of the largest, fastest growing, and most profitable fitness apparel brands in the world has come under fire for continuing to rely on coal as a source of energy despite claims it’s committed to acting against the climate crisis.

Lululemon – whose motto is ironically ‘Be Human, Be Well, and Be Planet’ – has long-branded itself as a pioneering force in the push for more sustainability, largely to do with its origins in yogawear.

Starting out as a ‘community hub’ designed to promote mindfulness, it touts itself as being profoundly connected to others and the Earth, ‘each part elevating one another.’

Yet, according to Stand, an organisation dedicated to challenging corporations and governments to treat people and the environment with respect, this is most certainly not the case.

Tell @lululemon’s CEO @calvinmcdonald to commit to quit dirty #coal & go #renewable by 2030. @Tzeporah

Get #Coal out of #Yoga! https://t.co/7QWuiLwCN2

— Stand.earth (@standearth) September 13, 2022

Because, as has been uncovered by a deep dive into Lululemon’s supply chain, almost half of the energy powering its factories (all of which are situated in Asia) comes from burning coal.

Coal is responsible for the dangerous levels of air pollution that causes millions of deaths every single year.

‘They really stand out with a huge disconnect between what they say they value and what they do,’ says Laura Kelly, head of campaigns at Action Speaks Louder.

‘Almost half of the energy which powers lululemon factories comes from coal. But you would be hard pressed to find a company that says they are more ethical.’