Sportswear and athletic apparel, commonly referred to as ath-leisure, is one of the fastest growing corners of the fashion industry today. 

And it’s understandable why. It’s now more than acceptable to dash out for anything from a grocery store run to a night out in leggings and sneakers. In fact, take a look around most college campuses or metropolitan high streets. Chances are, many folks are wearing leggings, sweatpants, hoodies, and athletic shoes. 

Related: Lululemon might be wasting its time taking on Nike

With the rise of comfort and performance gear, it’s no wonder that yoga apparel company Lululemon  (LULU)  has caught on. As of 2023 it was the fourth most popular athletic apparel brand, behind only Nike, Adidas, and Puma. 

Lululemon is popular for a few key reasons. First, its buttery soft clothing, which include leggings, shorts, tees, and outerwear claim to adhere to the “science of feel,” and there really aren’t many other products out there that are quite as soft and flexible. 

The Canadian brand also rarely puts its goods on sale; management has been outspoken about its commitment to full-price products and limiting inventory where it can, which leads to a feeling of scarcity that often benefits retailers. 

Third, Lululemon has positioned itself as a good-for-you, good-for-everyone brand. It is outspoken about its commitment to body positivity, environmental consciousness, and social justice. 

Lululemon accused of greenwashing

But according to environmental activists Stand.Earth, Lululemon has been exaggerating about its earth consciousness claims.

In early February, the non-profit organization asked the Canadian Competition Bureau to investigate Lululemon, specifically its 2020 Impact Agenda, which outlines Lululemon’s commitment to reducing waste and harm to earth and the environment.

It takes issue with Lululemon’s subsequent marketing campaign, “Be Earth,” which claims that its “products and actions avoid environmental harm and contribute to restoring a healthy planet.”

But Stand.Earth claims Lululemon’s words are “false and misleading,” and don’t align with its actions. Specifically, it alleges that: 

• Lululemon uses synthetic and non-biodegradable materials that can end up in landfills for over 200 years.
• Lululemon’s materials can’t be properly recycled.
• Some of Lululemon’s materials contain microplastics that pollute waterways.
• Lululemon’s enormous supply chain contributes to greenhouse gas emissions.
• Lululemon’s greenhouse gas emissions doubled since 2022.

“[Lululemon] benefit[s] from a carefully constructed image of environmental sustainability and wellness, and claim to make products that contribute to a healthy environment, but their exponential growth has been built on fossil fuels, from clothing literally made from fracked gas to polluting manufacturing that threatens the health of communities in the Global South,” Stand.Earth International program director Tzeporah Berman said. 

In a recent statement, Lululemon said it remains “focused on helping to create a garment industry that is more sustainable and addresses the serious impact of climate change.”

“Tackling the climate crisis and scaling solutions in a meaningful way requires supply chain collaboration, investment, and transparency,” the Lululemon spokesperson added. “We remain committed to working directly with our suppliers, industry partners, civil society, and policy makers, including the UN Fashion Charter for Climate Action and contributing $10M to the Fashion Climate Fund led by the Apparel Impact Institute, to accelerate collective climate action.”

TheStreet has reached out to Lululemon for comment.

Related: Veteran fund manager picks favorite stocks for 2024