MW Lululemon's struggles mount, now with backlash against a new line of 'see-through' pants
By Bill Peters
Problems with Lululemon's Get Low workout wear represents 'Sheer Pant Déjà Vu,' an analyst said, and could act as a drag on financial results
The quality issue raises bigger questions for investors, as Lululemon has prided itself on technical and design prowess.
Lululemon's latest "see-through" issues, this time for a new line of leggings, have triggered flashbacks on Wall Street of similar problems over the past decade-plus for the athleisure giant, and raised bigger questions about the path forward for a brand that prides itself on quality.
The latest problems stemmed from Lululemon's (LULU) new Get Low line of workout wear, after users online complained that they weren't "squat proof." Lululemon on Tuesday said it paused online sales of the collection.
A Lululemon spokesperson, in a statement, said the collection was designed to help people train and was intended to give wearers a "sculpted" look with lighter, fast-drying fabric. While those products were still available in stores in North America, the company said it temporarily paused sales online "to better understand some initial guest feedback and support with product education."
"We expect to bring the collection back to our North America e-commerce channels soon and the collection continues to be available in other markets," the statement continued.
The move came after Lululemon pulled its Breezethrough leggings in 2024, and after it recalled a popular line of black Luon pants in 2013 due to problems with "sheerness."
Raymond James analyst Rick Patel, in a note Tuesday afternoon, said the problems with the Get Low line represented a "Sheer Pant Déjà Vu." He said they could amount to a "small drag" on results for the months ahead, and said it raised bigger issues about product quality.
"We're concerned about the lingering quality control issues at LULU as the pulling of Get Low follows the company's pulling of its Breezethrough line . . . which was also due to quality control/customer complaints," Patel wrote.
"The issues around product underscore the low visibility around LULU's turnaround," he added later.
Shares of Lululemon edged up 0.3% in premarket trading Wednesday, after dropping 6.5% on Tuesday.
The stock has fallen 49.4% over the past 12 months through Tuesday, while the State Street Consumer Discretionary SPDR ETF XLY has gained 3.2% and the S&P 500 index SPX has advanced 12.4%. Lululemon's results have been hurt by tariffs, competition and what analysts have said was a lack of a clear fashion aesthetic. The company has tried to attack the problem with new products and innovation.
Executives have said some consumers have gotten bored with its clothing lines, and that its casual wear had become "too predictable." Last month, Lululemon said that Chief Executive Calvin McDonald planned to step down on Jan. 31. Meanwhile, founder Chip Wilson is trying to reshape Lululemon's board.
Jefferies analyst Randal Konik, in a note on Tuesday afternoon, also said the Get Low snafu marked a hit to Lululemon's reputation.
"For a brand that has historically leaned on technical superiority to justify premium pricing, repeated missteps in the core category raise questions around consistency and the strength of LULU's innovation engine," he wrote.
Konik believes each quality lapse weakens the perception of technical leadership needed to warrant a higher valuation, and increases the risk that consumers will switch to competitors' products.
He said shares would likely stay rangebound until next year.
"Looking ahead, we welcome the arrival of a new leader and see the CEO decision as a necessary reset point for the brand," Konik wrote.
-Bill Peters
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January 21, 2026 07:35 ET (12:35 GMT)
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