Social Workout

Lululemon Rising

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We danced around at the launch party on October 8th, but somehow neglected to mention that Lululemon Athletica has opened a new store in Soho. Please file under Belated-But-Important Retail Report. For those counting, that's three Lululemons in Manhattan thusfar, with at least one more on the way. (Racked.com reports a Union Square store coming soon.)

In case you're as ignorant as I was, Lululemon makes lust-inducing, earthy crunchy, body-hugging yoga clothes, and sells them at jaw-dropping prices. The company is way politically correct. Based in Vancouver, B.C. (hip!), they mix a big dose of idealism in their capitalism. In this they're following the Patagonia, or, say, Whole Foods model. The new store is all blond wood and bright lights, and the sales associates have posted personal mission statements on the wall. Every Sunday evening they push aside the clothes and host a free yoga class. "It's really shifted my life," said one employee about the personal goals exercise. "I've got a lot more clarity."

It's tempting to be cynical about the repackaging of yoga culture for high-end commercial consumption, but at least these people seem sincere. And the product is, by all accounts, very good. The sort of stuff you want to wear outside of the yoga studio, which is exactly Lulu's secret plan for global fashion dominance. I'm in favor. I always thought it would be cool to dress like the Star Trek crew.

I did hear, however, that the vaunted Lulu pants are a bit thick, as in somewhat wetsuit-like. I'm just saying. Send your opinions.

Lululemon Athletica
481 Broadway (@ Broome)