Lululemon secures the U.S. trademark for “Lululemon dupe,” tightening control over lookalike marketing and challenging influencer use of the phrase.
Lululemon Secures Control Over ‘Dupe’ Culture
The internet might love affordable “dupes,” but Vancouver-based Lululemon is moving to stop the trend from diluting its brand. On October 21, 2025, the company secured a U.S. trademark for the phrase “Lululemon dupe,” according to the U.S. Patent and Trademark Office.
The trademark, originally filed in December 2024, covers marketing, retail, and online advertising — effectively granting Lululemon exclusive rights to use the term commercially in the U.S.
A Creative Legal Strategy
Fashion law expert Susan Scafidi of Fordham University calls the move a “very creative enforcement” tactic to fight back against imitation products. While “dupes” — short for duplicates — aren’t the same as counterfeits, they often compete with authentic brands by offering cheaper lookalikes.
“This isn’t about stopping dupes themselves,” Scafidi explained. “It’s about owning the language that helps sell them.”
Implications for Influencers and Marketers
Now that Lululemon controls the trademark, influencers and retailers using “Lululemon dupe” to promote content or products could face legal risk. On TikTok alone, thousands of videos use the hashtag to highlight cheaper alternatives to Lululemon’s leggings and jackets.
Toronto-based fashion lawyer Ashlee Froese warns that even indirect use — such as embedding “Lululemon dupe” in product metadata to boost search rankings — could breach trademark rights.
Industry Reactions and Market Effects
Legal experts say the psychological impact of owning the phrase could be just as powerful as enforcement. Daniel Tsai, a law and business professor at the University of Toronto, notes that companies often back down once a trademark is established.
“Sometimes, just owning the mark is enough to make competitors walk away,” Tsai said.
Lululemon will, however, need to actively use the phrase to maintain the trademark — suggesting a possible campaign or pop-up activation centered around the dupe concept.
Protecting the Brand Beyond Paper
This isn’t Lululemon’s first anti-dupe move. In 2023, the brand hosted a “dupe swap” event in Los Angeles, letting customers trade knockoffs for genuine Align pants. It has also taken legal action against Costco and settled disputes with Peloton over copycat products.
Scafidi notes that Lululemon has long been “one of the most innovative” in protecting its intellectual property, including through design patents for signature styles.
A Growing Trend in Brand Defense
Other companies appear to be following suit. Aritzia filed for a similar trademark — “Aritzia dupe” — in both the U.S. and Canada earlier this year, though the applications are still pending.
As Froese puts it, “It’s always going to be a cat-and-mouse situation. Brands will keep finding new ways to stay one step ahead.”
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