Foot in mouth yoga

It seems we are now living in a state of mind where appearing to look fit conscious is becoming more important than actually being active. 

Don't get me wrong I'm guilty of sporting sneakers and fit pants even when I'm not going to the gym, but after hearing what Lululemon's multimillion dollar founder had to say about the types of women sporting his yoga pants - it's made me reconsider my branding choices. Chip Wilson was quick to contribute his two cents worth when he was recently interviewed on Bloomberg TV's Morning Show defending the wear and tear quality of his products. However when Wilson started slamming women who add more pressure to the inside of the pant legs - his blame soon shifted from a quality issue to a body issue. We soon learn from Wilson that not in fact all women are meant to wear his products - merely women with already thin legs. I won't bore you with the details (although I do encourage you to have a look for yourself at http://www.huffingtonpost.ca/2013/11/06/lululemon-chip-wilson-womens-bodies_n_4228113.html) but with each sentence that leaves Wilson's mouth you can see him dig himself further down the rabbit hole. And as you can imagine, if copping a mouthful from angry customers, feminists and competitors alike wasn't enough for him to realise his out-of-line statement then maybe his plummeting figures next EOFY will (hopefully).

A brand not taking responsibility for its low-quality and snagging products is one thing but to publicly announce that big women shouldn't in fact be wearing active wear is another. The last time I checked active wear was made for the very purpose of losing weight and/or keeping fit - not just showing off stick thin legs as a fashion statement making those using it for its rightful purpose feel unworthy. When did it become okay for women trying to do right by their bodies, to feel embarrassed? We've all heard the box gap debate. Because let's be honest if your thighs don't touch you're superior in a bathing suit!?! 

With weight loss and body image sitting at the top of the sensitive topics pile - other sports brands are wiping the sweat off their foreheads being happy to point the finger at somebody else. It's not enough to know everything about your brand any more. Companies have to know what its customers are eating for breakfast, what their favourite day is and even how many times they're exercising a week. Aside from Wilson's verbal mistake, Lululemon's good intentions of motivating weight conscious women with good quality prod... oh wait it's failed on both accounts.

Although creating a great debate via blog has never been my intention, I find it concerning that a man in the sports-fashion industry (who is behind one of the most sought after active apparel brands) hasn't stopped to consider that the purpose of active wear is just as much about the journey to weight loss than the weight loss itself. Not to mention his, what seems to be, uneducated idea of the nature of women's bodies. We all know that the science behind whether or not your thighs touch is largely determined by your genetics, not your weight. I'm not a professional but I think it's important for young girls to understand that there are many contributing factors to the shape of their bodies. You could live off carrot sticks and celery for a month and although you may drop a fair few kilos, there's a strong possibly that you still wont be able to fit a bus between your legs.

I am 5"4, 56kgs, eat moderately healthy and exercise at least 5 times a week - and my thighs still touch. 

Ironically, Lululemon is an ambassador for yoga and thus its pants have been designed to cater to this. If its pants are snagging through isolated stretching I'd hate to see the outcome should a user switch up their regime and decide to go for a jog instead. I'd also like to see the pants fate, should I happen to take my fat arse out for a run in a pair. 

I'm excited to see how Chip flex's his way out of this one... I wonder how good he is at yoga, he seems to be pretty good at putting his foot in his mouth...