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Consumers are making it increasingly clear that when it comes to apparel brands, the qualities of being fashionable and environmentally conscious are equally essential—it’s no longer an either/or choice.
As a recent Adweek-Morning Consult poll found, 65% of consumers say sustainability is important when deciding what to wear. Lululemon hopes to demonstrate its commitment to reducing climate impact in a new partnership with sustainable materials manufacturer Genomatica.
The athleisure brand’s alliance with Genomatica also comes with an equity investment in the biotech company.