Jan. 27, 2026
Lululemon's Costco lawsuit and the emergence of a new trademark strategy
Lululemon is now tackling dupe culture on two fronts--challenging lookalikes in court while using a new trademark strategy to curb how competitors talk about them online.
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This article is a follow-up to my July 9, 2025 Daily Journal article on Lululemon's lawsuit against Costco and the doctrinal friction between dupe culture and trademark law. You can read that article here: "$95
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