24 April, 2026

This month saw the launch of Mumumelon, a dupe activewear brand of, you guessed it, lululemon. Under the tagline ‘violating copyright, not the planet’, the deliberately contrary campaign, launched by not-for-profit Actions Speak Louder, pushes lululemon to clean up their supply chain through a masterpiece in creative activism.

Lululemon’s ethos focuses on mindful wellness and its original manifesto stated: “what we do to the earth, we do to ourselves.” Yet as the Actions Speak Louder campaign points out, last year their emissions increased by 14%, over 60% of their products are made from fossil fuel-derived materials, and to date, their sustainability commitments mapping future change have been vague and lacking. They have not only not worked out how to decouple their business growth (revenue reached $11m last year) from emissions growth, but they are not making it clear that they are expending much effort on trying to.

And so along came Mumumelon, a copycat brand that has duped lululemon’s designs, but made them less environmentally damaging. Most products created are made from 100% organic cotton, sewn and manufactured in the UK by workers earning a living wage, using wind and solar power. They’ve even mapped out a plan to fully electrify their supply chain by 2040 (which won’t be necessary for their exclusive one-time range of only 43 products designed to be worn by campaign participants). For two days this month, they opened a dupe pop-up in Marylebone, neighbouring a lululemon shop, all to make the point that if a small activist brand can invest in the communities it works in and commit to a science based climate plan, why can’t an $11 billion company?

The campaign is fearless about any legal response, in fact actively welcoming lululemon to “bring on the lululawyers”. It’s a refreshing taste of capitalist activism in action, moving from conventional forms of protest like petitions and protest, to join lululemon on the retail playing field, and show them, in their own language, a different path forward.

By Rosie Serlin