Ah, Lululemon. Like the infamous pumpkin-spice latte or Tory Burch flats, few things have become so strongly associated with the basic-bitch ethos as this particular brand of workout gear, wildly successful as it may be.
But in spite of its rapid growth, Lululemon has had a few ups and downs. For instance, that time that founder Chip Wilson publicly speculated that women's usage of birth control pills could be a significant contributor to rising breast cancer and divorce rates in the late 20th century. Or the time he said that it was "funny" watching Japanese people trying to pronounce "Lululemon," or his controversial remarks about how producing textiles in China is better because the workers there prefer working 16-hour days. And then, of course, there was the whole 2013 kerfuffle when it turned out that their signature ($98) yoga pants were kind of totally see-through. (Wilson claimed that the pants were too sheer not because of faulty manufacturing, but because "some women's bodies just don't actually work" with the style.)
But Wilson stepped down and is out of the picture now, and Lululemon is changing its tune … by offering their own craft beer. Sure, you might not expect a company making skinny-girl athletic wear to start producing one of the greatest culprits of belly fat—or worse, man boobs—but life is full of surprises.
A photo posted by lululemon (@lululemon) on Jul 15, 2015 at 4:27pm PDT
Titled "Curiosity Lager," the beer is the official brew for their upcoming half-marathon Sea Wheeze, which will also feature musical performances and appears to be aiming for a festival vibe. Curiosity Lager will be sold at the event as well as at liquor stores across Canada, with a limited-edition run of about 80,000.
The beer is also a creation of Vancouver, BC-based Stanley Park Brewing, which already makes eight other varieties including amber, pilsner, and wit, and whom Lululemon has collaborated with in the past for a "Sunset Strawberry Wit" that was offered at last year's event. But what do urban yogis drink?!
Apparently, a "crisp, bold session lager" with a "citrus hop nose." And something relatively low-proof, at 4.6 percent ABV. Guess you'll have to make off with a whole sixer if you want to get turnt, beer gut be damned.
Stanley Park Brewing's director of marketing Doug Devlin told CBC that "Just because you're a yogi, doesn't mean you won't have an occasion for beer … I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd."
Hmm. Well, now that Wilson's out of the picture, maybe there's room for more good ol' boys to embrace the Lululemon lifestyle. Are you ready for a "Broga" session?
Or perhaps now that we're not as worried about our thong showing through our yoga pants, we can loosen up a little and kick back with a cold one.