By
Bloomberg
Published
July 13, 2024
Lululemon Athletica Inc. misleads consumers into believing the brand is sustainable and environmentally friendly through its Be Planet marketing campaign, despite increasing its greenhouse gas emissions, according to a proposed class action lawsuit filed Friday.
“The apparel industry is a major contributor to the environmental crisis, and as one of the largest apparel companies in the world, Lululemon has a significant and growing climate and environmental footprint,” the lawsuit filed in the U.S. District Court for the Southern District of Florida states. “Its actions and products cause direct harm to the environment and deteriorating health of the planet, contrary to its Be Planet promises and statements.”
Lululemon did not immediately respond to a request for comment.
The sportswear company unveiled its Be Planet Impact Agenda, which outlines a long-term strategy to curb its environmental impact, in October 2020. Part of the plan’s promises included ensuring that at least 75% of the company’s products contained sustainable materials and reducing freshwater use by 2025.
The Be Planet campaign makes reasonable consumers believe that Lululemon is a “planet-friendly” company that is doing its part to improve the environment when that is not the case, the complaint alleges.
According to the company’s own 2022 impact report, Lululemon’s Scope 3 emissions — indirect emissions that occur in a company’s supply chain — have risen to 1.2 million tons of carbon dioxide. The 2022 emissions are nearly double the company’s Scope 3 emissions in 2020. The complaint notes that emissions are on track to rise even further as the company attempts to double its revenue by 2026.
Lululemon has already more than doubled its revenue between 2018 and 2022, to $8.1 billion. According to its fiscal first quarter 2024 results, the company operates more than 700 stores and aims to meet its 2026 target of doubling men's and e-commerce revenue.
The complaint alleges that Lululemon uses images of rivers, forests and nature on its website and in its marketing to “reinforce and perpetuate” a misleading impression that the company is environmentally friendly to consumers who it knows will pay a premium for sustainable products.
Lead plaintiff Amandeep Gyani brings claims under Florida consumer protection laws and seeks to represent nationwide and statewide classes of consumers who have purchased any Lululemon branded products since October 2020. Gyani also asserts a claim for unjust enrichment and seeks damages.
The lawsuit comes after increased scrutiny of the fast fashion industry's climate impact.
Democratic lawmakers recently launched a congressional group to examine textile recycling and the use of sustainable fibers, while environmentally conscious clothing brands like Patagonia and Everlane have pushed for emissions regulations.
The case is assigned to Judge Beth Bloom.
Gyani is represented by Gold Law PA and Eggnatz Pascucci.
The case is Gyani v. Lululemon Athletica Inc., SD Fla., No. 1:24-cv-22651, complaint filed 12/7/24.
