Lululemon has had enough of Gen Z’s dupe culture and is suing Costco for allegedly stealing its Scuba jacket and ABC pant designs
FortuneWednesday, July 2, 2025 at 11:36:00 PM
Lululemon is taking legal action against Costco, accusing the retail giant of ripping off two of its popular designs—the Scuba jacket and ABC pants—and selling them under Costco’s Kirkland brand at a fraction of the price. The athleticwear company claims this is a deliberate attempt to mislead shoppers into thinking they’re getting a Lululemon-quality product for less.
Editor’s Note: This isn’t just about a couple of lookalike products—it’s a high-stakes fight over brand identity and consumer trust. Lululemon has built a reputation (and a premium price tag) on its designs, and if cheaper dupes flood the market, it could hurt their business. For shoppers, it raises questions: Are these dupes a bargain, or just a bait-and-switch? And will this lawsuit slow down the fast-growing "dupe culture" trend, where retailers copy high-end designs for less?
— Curated via WP Now’s
