Lululemon Deploys PR Cleanup Crew After “Get Low” Leggings Go Full Peekaboo Mode (-6%)

If your girlfriend recently went to the gym… and mentioned she was getting a lot more creeping stares from men than normal… you can go ahead and send your thank you card to Lululemon HQ (here’s the address).

It turns out, you don’t always get what you pay for…

Story time… Lululemon recently launched a new workout line called “Get Low.” Which is ironic, because customers immediately discovered you cannot get low without revealing your entire life story to the gym.

Reddit users started posting that the leggings turn transparent when bending or squatting… aka the one thing leggings are legally required to survive.

Within days, Lululemon hit pause on online sales of the Get Low line in North America, saying it wanted to “better understand initial guest feedback” and provide “product education.”

Translation: “Please stop emailing us photos.”

They also insist the line will return to e-commerce “soon,” and that the leggings were designed with seamless tech for a sculpted, weightless, fast-drying feel… which is great, unless that weightless feeling includes your dignity evaporating under gym fluorescents.

(Source: Fox Business)

If this feels like deja vu, that’s because it absolutely is. This is not Lululemon’s first accidental contribution to the transparency movement. In 2024, the company pulled its Breezethrough line just weeks after launch following brutal social media reviews. 

And if you really want to go back in time, there’s the infamous 2013 black yoga pants recall… the original see-through scandal that still lives rent-free in athleisure lore. At this point, LULU is basically running a Wardrobe Malfunction Hall of Fame.

However, unlike all of us, the stock is not laughing. Shares immediately dropped about 6.5%, marking their worst day since September. To make matters more painfully transparent (pun intended)... the stock is down nearly 50% over the past year. And the nice little 20% bounce it managed recently just got escorted back toward reality by the bouncer.

All of this is unfolding while the company is hunting for a new CEO, with Calvin McDonald packing up his office and peacing out. 

And don’t forget, activist investor Elliott Management is still hovering nearby with a roughly $1 billion stake and a very sharp stick. 

Meanwhile, founder Chip Wilson is still very publicly beefing with the brand he built… as Lululemon tries to hold the line against Nike and Instagram leggings brands selling “buttery-soft” knockoffs for half the price

That said, from where I’m sitting, the biggest issue isn’t about the see-through pants. It’s about brand erosion. Lululemon built its empire on the promise that you pay more so you don’t have to worry about this stuff. When customers are crowd-sourcing quality control on Reddit, that’s not premium. That’s CrowdStrike for leggings.

The irony, of course, is that the line is called Get Low. The stock said, “Say Less.”

Sometimes the jokes really do write themselves.

At the time of publishing this article, Stocks.News holds positions in Meta as mentioned in the article.