‘We stole Lululemon’s designs and made them less terrible for the environment’

Mumumelon is a store in London full of ‘deliberate shameless dupes’ of the activewear giant, designed to push it to cut emissions faster.

[Photos: Karen Yeomans/courtesy Action Speaks Louder]

“Same soulless vibes. Fewer fossil fuels.” So says the website for Mumumelon, a new project that made exact dupes of Lululemon staples like hoodies and yoga pants—but with renewable energy and a detailed plan to cut emissions.

Inside a fake pop-up store in London in late March, a fake employee gave customers the pitch: “We stole Lululemon’s designs and made them less terrible for the........

© Fast Company