A Brand Under the Spotlight

Walk into any gym or yoga studio from Vancouver to Sydney, and you’ll probably spot the little curved “A” logo somewhere in the room. Lululemon has gone from a Canadian yoga-wear startup to one of the most recognisable athletic brands in the world. With that global reach comes a different kind of attention, and it’s not just about the latest Align leggings.

Consumers, investors, and regulators now want to know: How sustainable is Lululemon, really?
It’s a fair question for a company whose ethos is built on well-being, mindfulness, and community. Can a brand that thrives on selling new products also lead on reducing waste, protecting the planet, and ensuring fair treatment for workers?

In 2020, Lululemon introduced its Impact Agenda - a roadmap for making its business more sustainable and equitable by 2030. Since then, it has invested in circular product design, renewable energy in its supply chain, and more transparent reporting. At the same time, it has faced criticism over rising emissions and questions about whether the pace of change matches the urgency of today’s environmental and social challenges.

This is a closer look at where Lululemon stands today, its wins so far, the hurdles ahead, and what the next few years could bring.

The 2030 Playbook

Lululemon’s Impact Agenda rests on three pillars that sound more like life mantras than corporate jargon: Be Human, Be Well, and Be Planet.

Be Human is about inclusion, diversity, and protecting the rights of workers in the supply chain.
Be Well focuses on well-being for customers, employees, and communities, from mental health initiatives to expanding access to movement and mindfulness.
Be Planet covers the environmental side: switching to sustainable materials, reducing emissions, cutting waste, and building a circular economy for its products.

The company has set ambitious targets. By 2030, it wants every product to be made with sustainable materials and to have an “end-of-use” solution such as repair, resale, or recycling. It also aims to reduce its carbon emissions in line with science-based targets, with a 60% drop in emissions intensity per unit of value compared to 2018.

CEO Calvin McDonald has said this is about implementing tangible solutions across the business and supply chain, while being transparent about progress. The ambition is clear. The execution is the hard part.

The Climate Challenge

The biggest sustainability test for Lululemon is reducing its carbon footprint.

Almost all of its climate impact, around 99.7%, comes from Scope 3 emissions. That includes everything in the supply chain: making fabrics, dyeing, sewing, and transporting finished goods. Only a small fraction comes from its own stores and offices.

The problem is that Lululemon is still in growth mode. In 2022, its total emissions reached about 1.2 million metric tons of CO₂e, up roughly 65% since 2020. From 2021 to 2022 alone, emissions rose by over 20%. This isn’t unusual for a fast-growing apparel company, but it makes the net-zero goal much harder to achieve.

Campaigners have accused Lululemon of talking about “restoring a healthy planet” while relying on coal-powered factories and, in some cases, increasing the use of air freight to meet demand. In Canada, a formal complaint is testing whether its sustainability marketing matches its real-world performance.

Lululemon acknowledges the challenge. It has been open about emissions rising, but points to a 7% improvement in emissions intensity in 2022. It has also made some progress in specific areas:

Achieving 100% renewable electricity for its North American stores and offices.
Setting a target for 50% renewable electricity in core Tier 1 and Tier 2 supplier facilities by 2030, with 25% as the 2025 milestone.
Partnering with suppliers in Vietnam and other regions to add on-site solar and secure clean power agreements.

These steps are important but relatively small compared to the overall emissions picture. Lululemon is still behind some competitors that have broader renewable energy goals covering all energy, not just electricity.

People at the Core: Supply Chain Responsibility

Labour rights and ethical sourcing make up another major test of sustainability.
On this front, Lululemon performs better than many of its peers.

For two years running, it has been ranked #1 in the KnowTheChain benchmark for addressing forced labour risks in the apparel industry. It publishes a list of its Tier 1 factories, conducts regular social audits, and provides grievance channels for workers. In 2024, its social compliance program earned accreditation from the Fair Labor Association.

That doesn’t mean there are no issues. There have been reports in past years of harassment, poor working conditions, or anti-union practices at certain factories. Lululemon has investigated these and, in some cases, ended relationships with the suppliers involved. It has also maintained a 100% response rate to allegations logged by the Business & Human Rights Resource Centre.

One area where progress is slower is wages. Like most brands, Lululemon can’t guarantee a living wage across its supply chain yet. It is part of industry initiatives aimed at improving wage standards, and its programs have reached millions of workers with training and well-being support.

The brand’s approach is to stay engaged with suppliers, invest in their improvement, and be transparent about outcomes.

Closing the Loop: Circular Economy Moves

The fashion industry’s waste problem is massive, and Lululemon is making moves to address it.

Like New, its resale program, lets customers trade in gently used products for store credit. Those items are cleaned and resold online, giving them a second life. Since launching nationwide in the U.S. in 2022, Like New has kept over 127,000 pounds of clothing out of landfills. All profits go back into sustainability initiatives.

Lululemon has also begun offering free in-store repairs in select markets to extend product life. This aligns with a broader push to move from a “take-make-dispose” model to a circular one.

Materials are another key focus. In 2023, 57% of Lululemon’s materials were “preferred” recycled or sustainably sourced. The target is 75% by 2025 and 100% by 2030. To reach that, the company is working with innovators such as:

Bolt Threads for Mylo™, a mushroom-based leather alternative.
ZymoChem for bio-based nylon.
Samsara Eco, whose enzymatic recycling tech has already produced the world’s first recycled nylon 6,6 jacket in partnership with Lululemon.

The Samsara Eco deal is a 10-year commitment that could cover 20% of Lululemon’s total fibre needs with recycled content.

Walking the Talk and Being Watched

Transparency is a central part of Lululemon’s strategy. Its annual Impact Reports track progress on everything from emissions and materials to diversity and labour rights. The company also shares where it has fallen short.

That level of openness draws more scrutiny. In 2021, a group of yoga instructors who were also Lululemon ambassadors called out the brand for using coal-powered suppliers. Regulators are also taking notice, with a greenwashing investigation underway in Canada.

Rather than shutting down criticism, Lululemon often responds by engaging with campaigners and adjusting plans. It has publicly credited external pressure for influencing some of its new targets.

The company is betting that transparency will help build trust over the long term.

The Road to 2030

Lululemon’s sustainability story is a mix of strong initiatives and significant challenges.

It has improved supply chain transparency, invested in material innovation, grown its resale and repair programs, and set science-based climate targets. It has also topped industry rankings for addressing forced labour. But its absolute emissions are still rising, and scaling these innovations to meet its 2030 goals will be difficult.

The next few years will reveal whether the brand can:

Peak and then reduce total emissions.
Hit 2025 milestones for renewable energy, materials, and end-of-life solutions.
Make resale and repair a mainstream part of its business.
Deliver measurable improvements in worker conditions.

If it succeeds, Lululemon could become a model for sustainable growth in the fashion industry. If it falls short, it risks being seen as another brand with big goals that didn’t translate into real change.

For now, it appears committed to the path ahead. As Calvin McDonald put it, “We’re implementing tangible solutions and continuing to share updates as we advance this important work.” The next few years will determine whether those solutions are enough to match the scale of the challenge.

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