Lululemon class action claims greenwashing ads lie about sustainability

Lululemon sustainability class action overview: 

• Who: A Florida-based Lululemon customer is suing the athleisure brand. 
• Why: The plaintiff says the company falsely claims its products are eco-friendly, when their manufacturing processes harm the environment. 
• Where: The Lululemon sustainability class action was filed in a Florida federal court.

A customer is suing popular athleisure brand Lululemon over claims that its global marketing campaign falsely claimed its products and practices were environmentally friendly, in a case of “greenwashing.” 

The Lululemon class action lawsuit was filed June 12 in a Florida federal court by Florida resident Amandeep Gyani, who claims the company violated state and federal consumer laws.

According to the Gyani, Lululemon’s campaign misled consumers into believing the company was committed to sustainability, while in reality, its environmental impact has worsened over time.

Greenhouse gas emissions up, lawsuit claims

Gyani says she bought Lululemon products based on the company’s “Be Planet” campaign.

However, now she claims she was deceived by the campaign’s assertions of eco-friendly practices. According to the lawsuit, Lululemon’s greenhouse gas emissions have more than doubled since the campaign’s launch in 2020. 

The complaint references company reports indicating that in 2022, Lululemon’s indirect greenhouse gas emissions reached 1.7 million tons of carbon dioxide equivalent, a significant increase from 2020.

Gyani also highlights alleged environmental damage caused by Lululemon’s use of polyester and nylon materials, which release microplastics into oceans and inland waters when washed. 

A considerable amount of Lululemon’s garments and packaging end up in landfills annually, the lawsuit claims.

Sustainability promises merely lip service, lawsuit alleges

Lululemon’s “Be Planet” campaign, launched in October 2020, promised to use sustainable materials for at least 75 percent of its products, offer options for reselling, repairing, and recycling, and reduce water use and plastic packaging by half by 2025. 

However, the lawsuit argues that the company’s actions and products have done the opposite.

“Lululemon has a significant and growing climate and environmental footprint,” the complaint says. “And its actions and products directly cause harm to the environment and the deterioration of the planet’s health — the opposite of its Be Planet promises and representations.”

As a result of the false advertising, customers have paid a premium price for Lululemon products, the lawsuit alleges. 

Gyani seeks to represent a nationwide class of U.S. shoppers who bought Lululemon-branded products for personal use since the marketing campaign began in October 2020. 

She is seeking damages, fees, costs, and a jury trial, as well as a court order blocking Lululemon’s allegedly deceptive campaign. 

In April, a Missouri federal judge dismissed a class action lawsuit claiming Nike greenwashed its products by marketing they were made sustainably despite actually being made with methods that harm the environment. 

What do you think of the allegations against Lululemon in this case? Let us know in the comments.

Gyani is represented by Chris Gold of Gold Law PA, Joshua H. Eggnatz, Michael J. Pascucci and Steven N. Saul of Eggnatz Pascucci. 

The Lululemon greenwashing class action lawsuit is Amandeep Gyani v. Lululemon USA Inc. et al., Case No. 1:24-cv-22651, in the U.S. District Court for the Southern District of Florida.

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