Lululemon Sues Costco Over Alleged Lookalike Apparel
So, here’s the latest buzz in the business and fashion world: Lululemon is suing Costco. Yes, you heard that right. The high-end athleticwear giant has filed a lawsuit against the retail powerhouse Costco, accusing them of selling lookalike versions—what they call “dupes”—of some of Lululemon’s most iconic and best-selling products.
According to the details emerging from the legal filing, Lululemon alleges that Costco has been marketing and selling apparel that bears an uncanny resemblance to its own well-known designs, specifically its popular Align yoga pants and other activewear. Lululemon claims that these imitation products not only mimic the design but also try to trade off the brand’s reputation and distinctive style that loyal customers have come to associate with quality and performance.
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Now, to be clear, this isn’t just about similar-looking leggings. Lululemon argues that Costco’s actions are a calculated infringement meant to capitalize on Lululemon’s brand identity without going through the years of innovation, marketing, and brand-building that Lululemon has invested in. These so-called "dupes" allegedly confuse consumers into believing they’re getting Lululemon quality at a warehouse-store price, which, according to the company, is misleading and damaging.
From a legal perspective, the case appears to center on trademark and trade dress infringement. Trade dress refers to the visual appearance of a product that signifies its source—things like design, shape, color, or texture that customers immediately recognize. Lululemon claims that Costco’s lookalike apparel is a deliberate knock-off that infringes on that distinctive identity.
Costco, so far, hasn’t issued a public statement about the lawsuit, but this isn’t the first time the company has been called out for offering cheaper versions of big-name products under its Kirkland brand or through third-party suppliers. Still, going head-to-head with a brand as fiercely protective of its image as Lululemon could turn into a lengthy and high-stakes legal battle.
It’s a bold move by Lululemon, but not entirely surprising. The brand has built its empire on more than just quality fabrics—it thrives on exclusivity, innovation, and a strong community of loyal followers. So when that image is threatened, they’re clearly ready to fight back.
We’ll have to wait and see how this plays out in court, but one thing’s for sure: in the world of athleisure, branding is everything—and Lululemon’s not about to let anyone take that away.
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