Exploring Sustainability in Fitness Gear
»Lululemon Quality but Make it Recyclable«—this statement came from one of my clients during our Manifesting Session at the start of a new branding project. It stuck with me because it perfectly captures the goal of creating premium, ethical sportswear that doesn’t compromise on sustainability. This idea sparked a conversation I think is worth sharing with you today.
( I’m referring to the original quote in German: »Lululemon Qualität in kreislauffähig« ).
Disclaimer: This comparison isn’t about promoting or condemning—it’s meant to educate and spark meaningful dialogue!
Meet Lululemon, the Not so Ethical Sportswear
If you’re into Yoga, Pilates, or sportswear, you’ve probably come across Lululemon. It’s a multi-billion dollar business and most Yogis l-o-v-e their pants. Including myself. I own two pairs and they are durable, soft, nicely fitting, and longevous. They’re also quite expensive and kind of hyped in yoga studios around the world. Go to a class, and there’ll probably be at least one person wearing them.
Lululemon's Sustainability Challenges
But there’s a catch: Lululemon is not a sustainable brand. Although they’ve made efforts to enhance their sustainability, like many large companies, they have a lot of room for improvement. From what I’ve found …
- they lack detailed reporting and transparency compared to leading ethical sportswear brands.
- they heavily rely on synthetic fibers like polyester and nylon, which are derived from fossil fuels and contribute to microplastic pollution.
- there have been concerns about the environmental and social practices of suppliers, as Lululemon has not consistently ranked highly in ethical sourcing reports.
- despite its commitments, the company still faces challenges in significantly reducing its carbon footprint due to the global nature of its operations.
So, why is Lululemon still so popular among Yogis, especially when sustainability is becoming increasingly important? Let’s look at some of the reasons:
Why People Love Lululemon
- Premium Quality & Innovation: Lululemon is known for its high-quality materials, functional fabrics, and longevity.
- Status Symbol: The high price point creates an aura of exclusivity, associating the brand with an active, aspirational lifestyle, health, and wellness.
- Strong Community Building: Yoga classes, running clubs, and events help build a loyal following.
- Effective Marketing: Their subtle branding and word-of-mouth strategy make Lululemon desirable without needing frequent discounts.
- Athleisure Trend: As athleisure became mainstream, Lululemon capitalized on people wearing yoga gear outside the studio.
- Yoga Pioneer: Lululemon has been a trailblazer in the yoga wear space, making it an iconic brand for activewear.
Enter OH OH OM: A New Vision for Ethical Sportswear
Now, let’s turn to a brand that’s reimagining what sportswear can be: OH OH OM Ethical Sportswear. This is where the »Lululemon Quality but Make it Recyclable« quote comes to life.
Discover OH OH OM: The Ethical Choice
Ethical Sportswear—have you ever heard those two words in one sentence? I think I had not—until I met Jenne, founder of OH OH OM Ethical Sportswear. I was fascinated by her work instantaneously. But when we started working together (on her brand refresh and new logo design), when I dived deeper into her values and practices, that’s when I truly started to be impressed!
OH OH OM blends functional clothing with sustainability, offering versatile, microplastic-free fashion that adheres to Cradle-to-Cradle (C2C) principles. The brand takes a holistic approach to design, emphasizing high-quality materials, comfort, and style.
This isn’t an ad for one of my clients, though I wholeheartedly support their mission and encourage you to check out their products. I’m proud to share how small brands are making a big impact and I like to talk about their vision and their drive. Because this is a huge part that influences brand positioning, product development, brand strategy/communication, and lastly even brand design.
A Wardrobe for Active Lives
As Jenne describes it, »A wardrobe with pieces I can always wear and that work for almost everything I do in my active daily life.« OH OH OM’s designs reflect a balance between style, functionality, sustainability, and comfort, offering products that can seamlessly transition from yoga sessions to work or even chic as well as leisure occasions. And Jenne’s appeal?
- »I want to show that it is possible.«
- »I want to offer an alternative to plastic.«
That’s so much more visionary than the stuff that we’ve read above about the multi-billion dollar brand. And that’s why I am so in love with small brands. When their founders hold firm to their beliefs, there’s simply an extraordinary amount of positive energy that’s being released into our universe.
In this case, they want to create timeless quality with comfort & style and focus on environmental friendliness and social justice. BAM!
During our Manifesting Session, we explored the how behind OH OH OM’s vision. The approach to sustainability isn’t just about creating eco-friendly clothes—it’s about creating the best possible work. OH OH OM is constantly innovating with new circular fabrics and sustainable production methods.
Sustainable Fashion Growth: A Trend on the Rise
Sustainability is no longer a niche in fashion. As ethical consumerism continues to grow, consumers are prioritizing eco-friendly and ethically produced clothing. According to Statista (2021), the global sustainable fashion market is projected to reach $9.81 billion by 2025.
- 66% of consumers globally are willing to spend more on sustainable brands, signaling a shift in consumer values toward sustainability and ethical production.
Lululemon vs OH OH OM Ethical Sportswear: A Quick Comparison
While Lululemon is a dominant player in the sportswear market, OH OH OM Ethical Sportswear takes a completely different approach—prioritizing sustainability without sacrificing quality. Here's how they compare:
Support Small Labels: The Future of Fashion
OH OH OM stands as a great example of what’s possible when brands merge premium design with sustainability. By choosing small labels like OH OH OM, you’re supporting a movement that values environmental responsibility, social justice, and conscious consumption. Let’s continue to champion small labels that are making a big difference in the world.
If you’re curious to know how the brand design part turned out, visit the case study here. If you want to experience their super soft clothes (I can now confirm that 100%), visit the OH OH OM Ethical Sportswear online shop. You’ll notice, a lot of the things that make Lululemon so popular also apply to this small brand. But: they’re eco-conscious as well. Truly.
If you’re an innovative small label like OH OH OM looking to stand out in the market, get noticed, and incorporate your values into your brand and product design, let’s start a conversation! I’d love to get to know you and help bring your vision to life!
OH OH OM Brand Photography on this page by Sarah Buth and Jaan-Eric Fischer. Models Miriam Goerdt and Leandra.
What Jennifer Mustermann, founder and designer at OH OH OM Ethical Sportswear, said about our collaboration:
»I love the new branding! It’s timeless, bold, versatile, unisex, not overly feminine, but still feminine enough—exactly as I wanted.«
»I also love how the new branding looks on my products. I could finally create items like caps and socks, which didn’t work with the old logo.«
»What I Particularly Liked During our Collaboration: Sarah’s execution, strategic thinking, and organization were outstanding. The workflow she created was so fun, and I learned so much about my brand through her thoughtful questions. Before, I always resisted the analysis and saw it as a waste of time. But now I see my label through a completely new lens and work more strategically myself.«
No Comments.