It’s fair to say that Lululemon is the choice — albeit not the only choice — of Ashtangis. It’s hard not to notice its subtle little logo on the back of pants and shirts that dot an Ashtanga room. (Well, unless of course you’re owning your dristis — surely some yoga teacher has used that phrase — which, given a recent conversation between Bobbie and me, I can say I am not.)
I’ll go out on a limb and bet that more than a few of those Lululemmings kinda, sorta know there is a better use for their $75 than on a pair of yoga pants. (I’ve got a few, so I’m not not pointing the finger at me. It has been years since I bought any… which may prove their value and resiliency.)
Well, now comes news that adds another layer to the reasons not to wear Lululemon. I’ll let the Globe and Mail do the dirty work:
Lululemon Athletica Inc. (LLL-T 53.89-1.85-3.32%), the Vancouver-based retailer of choice for yoga devotees who want to strike a fashionable pose while attaining a higher state of being, is interrupting the positive energy flow of some of its most loyal customers by promoting a controversial novel by Ayn Rand.
In late October, the company began using shopping bags with the words “Who is John Galt?” a catchphrase from the 1957 novelAtlas Shrugged, which rails against government and advocates self-interest as a key ingredient of a better world.
The company also added the book to its staff reading list.
A post on the official Lululemon blog explains that the company’s founder Chip Wilson, who readAtlas Shrugged at 18, was inspired by its encouragement to “elevate the world from mediocrity to greatness.”
But a Rand expert says the blog post displays a misreading of the author’s philosophy, known as objectivism. “She wouldn’t put it as an issue of living life fully or mediocrity,” said Onkar Ghate, a senior fellow at the Ayn Rand Institute in Irvine, Calif. “It’s between pursuing your own happiness and self-interest and understanding why that pursuit is right, and to regard that pursuit as noble versus a society that regards it as wrong and ignoble.”
I’m sure I don’t have to provide the various “yoga reactions” also included in the piece. But here’s the link to the Lululemon blog.
If I were any sort of a Rand expert, well, first I’d probably not be blogging about Ashtanga, but beyond that, I’d provide a fuller perspective. What I do know gibes with the Ayn Rand Institute’s person’s take on things. Objectivism is not about elevating the world, it’s about elevating the self. And, I dare say, those who disagree with its tenants would likely add “it’s about elevating the self no matter the cost to the world.”
So I’m going on the record to say Lululemon got this one wrong, even if the company is claiming its logos are meant to promote debate.
UPDATE: NPR picked up the “controversy.” A transcript and the audio is right here.
Posted by Steve