Case Insights
- Lululemon accuses Costco of selling unauthorized duplicates of its popular athleisure items, including Scuba hoodies and ABC pants, with one alleged knockoff priced at just $19.97 compared to Lululemon’s premium pricing
- The lawsuit represents a broader crackdown on fashion “dupes” that have gained massive popularity through social media platforms like TikTok, where hashtags like “LululemonDupes” drive consumer shopping behaviors
- Legal experts question the strength of some claims, particularly Lululemon’s assertion of trade dress protection over functional design elements, while noting consumer confusion arguments may have merit
By Samuel Lopez – USA Herald
The billion-dollar athleisure giant Lululemon has fired legal shots at wholesale retailer Costco, filing a lawsuit that could reshape how the fashion industry handles the explosive growth of “dupe culture” – the social media-driven phenomenon where consumers seek cheaper alternatives to high-end designer items.
The Vancouver-based yoga wear company alleges that Costco has crossed the line from legitimate competition into intellectual property infringement by selling what Lululemon claims are unauthorized copies of its signature products. The legal action comes as fashion dupes have evolved from quiet retail alternatives into a viral social media movement that’s reshaping consumer shopping habits and challenging traditional brand protection strategies.
