Lululemon Invests in Bio-Based Nylon Maker Genomatica

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. Top line The athleisure brand's alliance with Genomatica also comes with an equity investment in the biotech company. At the outset, Lululemon will work with Genomatica to create plant-based nylon for its products. The plan is to replace petrochemicals with renewable resources, thereby reducing the environmental impact of production by up to 93%, according to a Genomatica spokesperson. This Brand Is Bringing Sugarcane-Based Bra Cups to Walmart in the Name of Sustainability The companies declined to share details of the deal, including the length of the partnership and how much Lululemon has invested in Genomatica. In 2020, Lululemon released its first Impact Agenda, which laid out a long-term plan to reduce its environmental impact, cultivate a culture of diversity, equity and inclusion, and promote physical, mental and social wellbeing through its business. Among the goals is achieving at least 75% sustainable materials for its products by 2025. By 2030, the aim is to use all sustainable materials with end-of-life solutions, too. The partnership with Genomatica represents a step toward its sustainable materials goal. "By transitioning our nylon to renewable content, we will impact over half of the synthetic materials we use in our supply chain," Patty Stapp, vp of raw materials at Lululemon, said in a statement. Between the lines Lululemon's investment in materials innovation is part of a broader trend within the fashion and apparel industry to recover its reputation related to environmental sustainability. The industry has faced criticism in recent years due to the devastating realities of textile waste created by an explosion of cheaply made and near-disposable "fast fashion" clothing items over the last few decades. In response, brands are looking for more ways to create the synthetic materials used in the kind of clothing consumers have become accustomed to without relying on petrochemicals, which are derived from fossil fuels. Gelmart, a global intimates company, recently launched a sugarcane-based bra, for example. Critics point out that the end-of-life challenges remain very similar, regardless of whether the material comes from plants or oil—it still becomes a hard-to-recycle plastic product, and textile recycling infrastructure is nowhere near capable of handling the amount of waste produced. Bottom line The deal with Genomatica is part of Lululemon's broader plan to become a more sustainable company. Lululemon also released two new bags in July made of Mylo—a more sustainable alternative to leather that's made from mushrooms. In May, it launched a resale pilot program that allows customers to trade used Lululemon gear for a gift card.