In June 2025, Lululemon sued Costco over an $8 copy of its $118 hoodie. Months later, it trademarked the phrase “Lululemon Dupe.” The stock is still down about 81% from its peak. This is how the brand that sold America on $100 leggings lost its reason, and what every premium brand can learn from it.
0:00 The $8 problem
0:36 The $100 Legging
1:27 The First Crack
2:12 The Empire
3:12 Enter the Dupe
5:25 What the Dupe Exposed
6:36 Civil War
7:22 The Crash
8:44 The Founder Take
9:22 What Happens Next
Sources: Lululemon quarterly results and filings; Lululemon v. Costco lawsuit (via CNN); USPTO Reg. No. 7,990,938; Bloomberg; Retail Dive.
This video is commentary and education, not financial advice.
#business #documentary #lululemon
source
