A London Pop Up Made Exact Lululemon Dupes With Renewable Energy and Asked Why Lululemon Can’t

A climate advocacy group called Action Speaks Louder staged a faux pop up store in London in late March 2026 under the name Mumumelon, producing what it calls “deliberate shameless dupes” of Lululemon hoodies and yoga pants, made using renewable energy and a low emissions supply chain, and asking publicly why Lululemon cannot do the same. 

Lululemon, which posted $11 billion in revenue last year, responded with a statement saying it was “disappointed” by the nonprofit’s approach.

The Premise

The concept is simple and pointed: Mumumelon reproduced recognizable Lululemon silhouettes, labeled the results with the tagline “Identical uninspired energy. Reduced fossil fuel usage,” and displayed them in a shop setting staffed by a fake sales assistant who explained the brief to visitors. The goal was not to sell garments but to demonstrate that the production choices Lululemon has been slow to make are, in practice, achievable.

The Emissions Record

Action Speaks Louder has been publicly pressuring Lululemon to adopt renewable energy across its manufacturing base for several years. The brand had pledged to transition its factories to renewable energy partly in response to that pressure, but progress has been slow, Lululemon missed a target of reaching 25% renewable energy last year. Like most apparel companies, its total emissions have continued to rise year over year, with a significant portion generated by coal powered industrial boilers at supplier factories.

The Creative Execution

The campaign was developed in collaboration with creative director Oli Frost, who has built a following for satirical brand interventions. Mumumelon openly acknowledges it is “violating copyright,” framing the legal provocation as part of the campaign’s parody structure, one that legal observers noted likely holds in the UK under public interest and parody protections, though it would face steeper headwinds in the US. The pop up also offered free yoga sessions, adding a further layer of direct mimicry.

The Mumumelon stunt lands the week after Texas opened a formal PFAS probe into Lululemon, compounding a stretch of public scrutiny for a brand whose marketing has long centered on wellness and environmental responsibility.