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Old Navy Throws First Punch With Anti-Lululemon Ad

in Business of Yoga, MUST READS, YD News


“Everybody remain calm. Our comfy, stretchy yoga pants are here.

Our guru thinks you’re lulu if you spend $90 for yoga pants.”

POW right in the kisser. Kind of a playful little ad, no?  “Go Yoga-ing” is all fun and bouncy, makes us feel like  “Go Spelunking” or something. The ad falls in line with the typically whimsy Old Navy marketing  (perhaps gone a bit too far recently with the new mannequin campaign – how annoying is that?). But amidst the levity of hot pink and flowers, the message hits below the belt, and where it counts the most these days:  the wallet.

So far this is the first direct offensive we’ve seen launched against the lulus,  with surely more to come, especially now that internet greatness is imminent! But when Old Navy does advertising they do it on a massive scale – it’s not just an artsy blurb in one store window – so we imagine this message is being plastered at every one of the 1067 locations.  We anxiously await the power play from mothership Gap who snagged Athleta last year, much to the chagrin of the Lulubirds hoping to buy into e-commerce. (Just for reference Gap Inc. runs 1193 Gap stores, and is the mama to Old Navy, and Banana Republic, 573 stores). Yep, whether you like it or not, Yoga has hit the big time, and now has a place at the big kids table:  knuckle sandwiches are on the menu!

In perusing the Old Navy website we were really surprised to find such an ample collection. $15 for the 1 yard of material it takes to make yoga shorts vs. a $34-40 price tag sounds like a pretty great deal. Seriously, if they had a clearer stance on sweatshops they could beat out our fave American Apparel.

Ad snapshot via The Professional Vegan

Earlier…Eddie Bauer Makes Move to Yoga Market, Cramping Lululemon’s Style

Cult of Commerciality: Lululemon’s Agenda of ‘Calculated Nonchalance’ At Yoga’s Expense

12 comments… add one
  • hey, there’s big bucks to be made in yoga in OM-mera-ka…..too bad the teachers aren’t making it.

  • admin

    you said it sister

  • yogamom

    The Old Navy yoga pants are about 1/4 the price of the Lululemon pants. ON pants also stretch out, fade, bag at the knees and LOOK cheap. It’s worth it to me to spend good money on one great pair that will last, not buy 4 pair that look mediocre at their best.

  • Can anybody explain exactly how any of these products enhance the yoga experience beyond what I get with my ratty old college sweatpants?

  • admin

    @ YogaforCynics
    eh, nope, because they do not. but don’t tell that to the chickie concerned that her rump is looking plump. it gets a little touchy with body conscious females. clothing companies and marketers know this, very well. plus, some people have different “comfort” levels if you will. some feel most comfortable wearing the chicest priciest gear out there. some, in ratty sweatpants. relative, I suppose. like car ownership.

  • katie

    I’m with yogamom on this one. All of my ON pants fade and stretch out like nobody’s business. After a few washes, you have greyish black yoga pants that sag in the crotch. So attractive. And they are just plain cotton – which gets soaked when I do hot yoga.

    Bottom line: cheap, yes. But I like my clothes to last and look great. It is worth it to me to spend a bit more.

  • aphrodite9

    plus, ON can sell things cheaper because they are made cheaper. at least lulu tries to not be involved with sweatshops.. so of course their stuff is more expensive. i have got yoga pants from joe fresh though for pretty cheap, and they have lasted longer than expected.

  • Che Danger

    It all goes back to business practices and consumer demands. Personally, I’ll pay smart money for a better product from a company that makes a genuine effort to be socially and environmentally responsible. On another note, you don’t need more, you need better.

  • Yogaman

    I practice in shorts I bought in India for $2 from a tailor who made them for me and a ribbed cotton tank. They are unflattering, faded, and a bit ridiculous looking, but they are soft and stay out of my way for all families of asanas, supine and prone, and don’t bother me in pranayama. They are 8 years old.

    I don’t really know what to say about fashion, consumerism, and yoga other than that it distracts people from their practice and suggests that you need something other than yourself.

    People balk at paying $17 for 90 minutes of a teacher’s time, the best of which have been dedicated and selfless students and practitioners for years yet strive to own clothing that does not support their practice.


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