Lululemon's shock lawsuit against Costco for selling alleged 'dupes' BACKFIRES
The athleisure brand filed a suit on June 27 against Costco, claiming its Kirkland Signature line is selling knockoffs of its signature styles - like the $128 ABC pants - for as little as $19.90.
As part of the suit, Lululemon pointed to viral TikToks using the hashtag #LululemonDupes as supposed proof.
But online reaction has now shifted in Costco's favor, with many shoppers saying they had no idea Costco sold such allegedly similar styles at discounted prices until the lawsuit brought it to their attention.
Now, dozens of users on social media platforms are praising Costco for offering affordable alternatives, while some accuse Lululemon of attempting to 'gatekeep' activewear.
Critics say the brand may have accidentally handed Costco a PR win - and even a surge in sales.
'Lululemon is suing because they don't want everyone to realize their yoga pants should cost $20,' one X (formerly Twitter) user said.
'Good luck with that,' another wrote.
Social media users mocked Lululemon's lawsuit, claiming to be drawn to cheaper versions of the brand's yoga pants
'Its actually funny Lulu thinks they have a patent on yoga pants.'
The apparel brand, founded in 1998, has accused Costco Wholesale Corporation of infringing on its intellectual property by selling knockoffs - and is now demanding a trial by jury.
Its Scuba hoodies and sweatshirts, Define jackets and ABC pants have all been copied by the general retailer, according to a lawsuit filed in a California court.
Lululemon, based in Vancouver, Canada, has claimed that some of the alleged fakes are being sold under Costco's private label Kirkland.
However, others are made by manufacturers Danskin, Jockey and Spyder.
'Some customers incorrectly believe these infringing products are authentic Lululemon apparel while still other customers specifically purchase the infringing products because they are difficult to distinguish from authentic Lululemon products, particularly for downstream purchasers or observers,' the 49-page lawsuit states.
Lululemon has argued that it previously sent Costco cease and desist letters to no avail.
It is now asking the court to step in and has asked for the matter to be heard in front of a jury.
Its ultimate aim is to order Costco to cease manufacturing, importing, marketing and selling the alleged dupes of Lululemon products.
Lululemon also wants the retailer to remove any adverts - either in print or online - featuring the alleged dupes to be removed as well as forcing Costco to cover any lost profits incurred from the products.
Costco has yet to file a response to Lululemon's lawsuit. DailyMail.com has reached out for comment.
The legal action comes after Lululemon's shares plunged 20 percent earlier this month as the athleisure brand suffered the consequences of Trump's tariffs.
The brand - which has earned a cult following among millennial and Gen Z exercise enthusiasts - beat Wall Street's expectations for its first quarter earnings, but cut its guidance for the rest of the year.
Sales were only up 1 percent year over year, compared to the 3 percent predicted by analysts.
The company said the 'dynamic macroenvironment' of tariffs and concerns about an economic downturn meant it has to readjust.
This will involve 'strategic price increases' to offset the negative effects of tariffs, chief financial officer Meghan Frank told analysts on the first quarter earnings call.
'It will be price increases on a small portion of our assortments, and they will be modest in nature,' she said.
The company has already faced criticism for the price of some of its items, including $128 yoga pants.
The price hikes will begin within a matter of weeks, Frank added.
CEO Calvin McDonald said he was 'not happy' about US growth figures and acknowledged that consumers are nervously pulling back their spending.
Lululemon has been hit hard by Trump's trade policies as it sources from China, currently under a 30 percent tariff, and a range of other countries currently levied at 10 percent.
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