Lululemon Takes Legal Action Over Lookalike Apparel
In a bold legal move, Lululemon has filed a lawsuit against Costco, claiming the wholesale giant is selling lookalike apparel that copies the design of its most iconic products. This lawsuit comes amid growing concerns in the retail world about intellectual property infringement and the rapid rise of dupes in the fashion industry.
The Vancouver-based athleisure brand alleges that Costco is profiting from its signature designs—specifically naming dupes of its Scuba hoodies, Define jackets, and ABC pants—as part of a larger pattern of brand dilution and confusion in the marketplace.
The Heart of the Complaint
Lululemon’s 49-page court filing details how Costco, through its Kirkland Signature label and other suppliers like Danskin, Jockey, and Spyder, has been selling garments that closely resemble Lululemon’s signature pieces. According to the lawsuit, some customers mistakenly believe these products are authentic Lululemon items. Others, the brand claims, knowingly opt for them because they appear nearly identical—especially to the casual observer or downstream shopper.
By mimicking Lululemon’s unique designs, the lawsuit argues, Costco is not only infringing on trademarks but also unfairly benefiting from the brand’s market reputation and consumer trust.
Lululemon Tried to Resolve It Quietly
Before heading to court, Lululemon says it attempted to address the issue privately. The company reportedly sent multiple cease and desist letters to Costco in an effort to curb the sale of these products. However, with no resolution in sight, Lululemon is now asking for legal intervention—and wants the matter heard before a jury.
The company is seeking an order to stop Costco from manufacturing, importing, marketing, or selling the alleged dupes. It is also asking for damages, including compensation for lost profits, and wants all related online or print advertisements pulled immediately.
Costco Yet to Respond
As of now, Costco has not issued a public comment or filed a legal response. The Washington-based retailer remains silent as the case unfolds, though the outcome could have wide-ranging implications for private-label branding across the industry.
A Bigger Trend: The Rise of Dupes
This lawsuit highlights a wider retail trend. In recent years, dupes—cheaper versions of high-end products—have taken social media by storm. From TikTok haul videos to Instagram reviews, influencers and shoppers alike are actively promoting affordable alternatives to pricey original brands.
While cosmetics have long dominated the dupe space, premium activewear brands like Lululemon are increasingly becoming prime targets. Their high price points, paired with widespread popularity, create fertile ground for copycat products aimed at budget-conscious consumers.
Lululemon Navigates a Changing Market
The lawsuit comes on the heels of Lululemon’s recent announcement about modest price increases in response to possible new tariffs. The brand, known for its clean aesthetic and quality-focused approach, is also working hard to reintroduce product newness—a key factor that helps attract and retain customers.
After a slower year marked by limited innovation, the company is re-evaluating its product pipeline to maintain its edge in the competitive athletic wear market.
Stay tuned to Maple Wire for more updates on business, retail, and legal trends in Canada.
