Lululemon: Yoga Brand, A Stroke Of Marketing Genius

New York Magazine:

Just five minutes on my mat and I've already broken one of the yamas, the founding commandments of yoga put down by the guru Patanjali 2,000 years ago. The yama brahmacharya prohibits lust, but it's a very hard commandment to follow, particularly in Manhattan, particularly on this perfect summer Thursday night in Bryant Park, surrounded by 400 women, all in excellent health. They're here for Lululemon Athletica's twice-weekly open yoga practice, and most of them are in Lulu pants made out of formfitting Luon, a fabric celebrated mainly for its ability to shape and display the ass.

Read the whole story: New York Magazine