Environmental group files trailblazing greenwashing complaint against Lululemon in France

Team Canada’s official Olympic outfitter, Lululemon, is drawing attention this year for more reasons than one. In April 2024, the Competition Bureau opened an investigation into Lululemon after a filing by the non-profit Stand.earth pointed out many forms of greenwashing.

Notably, Lululemon proudly advertises a “Be Planet” slogan while its Impact Reports show that the company’s emissions only continue to grow.

Now, Stand.earth has filed another complaint with the French competition and consumer affairs bureau, the DGCCRF.

While Lululemon has made steps toward sustainability, it doesn’t mean they’re not greenwashing. Wren Montgomery notes, “with greenwashing, we’re not usually talking about outright lying. We’re talking about all these squishy ways that firms find to not exactly lie, but confuse you. To give you this overly positive impression.” This is what Lululemon’s slogan does, say many actors.

Legal definitions have been changing globally to consider these “grey areas.” The EU passed a new greenwashing directive in February and “Stand.earth’s complaint will be the first opportunity for the French government to test the new European legislation on a fashion brand.”

Continue reading for more on what Wren Montgomery has to say about the matter.