Lululemon, a staple in women’s athleisure the last few years, is using its understanding of performance wear to improve its menswear.
In a story for Men’s Health, Lululemon’s SVP of design and concepts Ben Stubbington explained how men no longer want to “sacrifice” performance for modesty, and are more willing than ever to wear form-fitting gear.
The company’s flagship garment technology is SenseKnit, which provides varying levels of “support and breathability” throughout the body, based on what their studies have shown custom regarding needs different parts.
Lululemon also wants apparel using the technology to transition seamlessly between active and lifestyle situations. “We’re really thinking about how we can ask every garment to do more than one thing,” said Stubbington.
Rival businesses have been making moves in men’s athleisure. Earlier this month, Dick’s Sporting Goods announced VRST. All In Motion, Target’s in-house athleisure brand for men and women, reported $1 billion in sales in its first year.
Men’s activewear accounted for 45% of the total men’s apparel market in 2020 compared to 39% in 2019, per the NPD Group. Long seen as a female-first brand, Lululemon has big goals for its men’s apparel.
- The company aims to double its menswear revenue to $1.4 billion by 2023.
- Lululemon menswear has already been outperforming womenswear overseas, per CEO Calvin McDonald.
Last summer, Lululemon spent $500 million to acquire connected fitness startup Mirror, in a separate push to diversify beyond clothing.