London | Thursday 2nd April 2026 — As lululemon prepares for a new CEO, and founder Chip Wilson demands a creative shakeup, climate campaigners at Action Speaks Louder and Serious People have created a dupe yoga brand to poke fun at the Canadian activewear giant’s lack of climate ambition.
mumumelon, a fake brand with real products, proves it’s possible to use 100% renewable energy — rather than fossil fuels — to manufacture leggings, hoodies, t-shirts, and more. In other words, we’re violating copyright, but not the planet.
mumumelon has launched a collection of clothing, a website, a social media campaign with top yoga influencers, and a flagship pop-up shop with in-store yoga events — just 50 yards from lululemon’s own store on Marylebone High Street.
“lululemon sells you wellness and harmony in yoga pants, and then burns coal to make them. We might have launched a fake brand, but they’re the ones faking it.”
– Oli Frost, Chief Counterfeit Officer at mumumelon
lululemon’s original brand manifesto said: “What we do to the Earth, we do to ourselves.” Despite lululemon’s recently announced $11billion in 2025 revenue, a lack of investment in renewable energy and electrification has caused greenhouse emissions to balloon to more than 1.6 million tonnes, a 14% increase from the previous year. lululemon has even backslid on earlier commitments, recently removing time-bound supply chain renewable electricity targets from their corporate website.
After months of dialogue with lululemon’s leadership, the brand still has no credible, money-backed plan in place to transition from burning fossil fuels to clean electricity in the supply chain. This is a missed opportunity to cut its carbon footprint, increase energy security and efficiency, and protect workers from extreme heat. As fossil fuels face another price hike crisis, renewables offer the clearest path to long-term supply chain resilience.
Meanwhile, mumumelon uses solar and wind to manufacture its products and has a public plan to electrify textile processing. If a funny little fake brand created in a matter of weeks can do better, what’s stopping the world’s leading yoga brand?
“As fossil fuels increasingly represent risk and chaos, lululemon has the resources and the responsibility to invest in meaningful decarbonisation of its highly polluting supply chain. With this campaign, we’re showing the brand not only that its customers expect more climate ambition, but that the solutions are absolutely achievable.”
– Ruth MacGilp, Senior Campaigner, Action Speaks Louder
mumumelon is a satirical brand with an important message: lululemon can reconnect with its core yoga customers by demonstrating real climate leadership. Action Speaks Louder, together with an international yoga community, is asking lululemon to:
- Build a fully fossil-free supply chain by supporting suppliers to switch to wind and solar and investing in electrification solutions like industrial heat pumps.
- Invest in the communities making their clothes, who face the worst impacts of the climate crisis.
- Publish a real climate transition plan. Time-bound commitments with dollar amounts, grounded in climate science. Not just vague ambitions.
lululemon has outsourced the environmental costs of their manufacturing far away from fashionable yoga studios, but they cannot outsource responsibility. lululemon’s new CEO has a timely opportunity to show the fashion industry what real wellness looks like. And we can’t breathe deeply until fossil fuels stop burning.
“lululemon is a global athleisure brand that has built much of its identity around yoga. From a genuinely yogic perspective, a commitment to wellbeing and fairness would require meaningful steps toward accountability, cultural respect, and more inclusive representation.”
– Nikita Desai, Yoga Instructor, Educator & Author
Notes to the editor
Visit the mumumelon website at www.mumumelon.co, and pop into the store at:
3 Paddington Street
Marylebone
London
W1U 5QD
Opening hours:
Thursday 2nd April 12pm-3pm
Friday 3rd April 10am-1pm
Download pictures of the mumumelon store and products here.
Action Speaks Louder is a not-for-profit organization galvanizing people around the world to hold major corporations to account for their impacts on the climate crisis. Action Speaks Louder calls on large corporations to live up to their climate commitments as part of the movement to transform the global energy landscape – reducing greenhouse gas emissions and boosting renewable energy procurement, whilst creating the political space for governments to increase ambition in the process.
Serious People is a creative climate studio. Recent campaigns include WeWingAnyCar, which highlighted the lack of fuel duty on private jets, reached 5m+ Instagram views and helped build momentum for new private jet charges in the UK and Netherlands. Our “Visit Tottenham” campaign tackled Rwanda’s Arsenal sponsorship, gained global media attention and contributed to both Arsenal and Bayern Munich dropping the deal. We created the term “carspreading” for Clean Cities Campaign to demand action on oversized SUVs, generating 130+ media hits and helping to drive new weight-based parking charges across the UK.
For any further questions, please contact ruth@speakslouder.org
