This article is from the source 'guardian' and was first published or seen on . It last changed over 40 days ago and won't be checked again for changes.
You can find the current article at its original source at http://www.theguardian.com/business/2015/jul/24/lululemon-branded-beer-can-cartoon-totem-pole
The article has changed 3 times. There is an RSS feed of changes available.
| Version 1 | Version 2 |
|---|---|
| Lululemon branded beer can draws criticism over cartoon totem pole | Lululemon branded beer can draws criticism over cartoon totem pole |
| (about 3 hours later) | |
| Upscale yoga retailer Lululemon Athletica has twisted itself into another public relations snafu with the release of its first branded beer. | Upscale yoga retailer Lululemon Athletica has twisted itself into another public relations snafu with the release of its first branded beer. |
| Called Curiosity Lager, Lululemon debuted the can design on its Instagram last week and immediately drew backlash for its inclusion of a cartoon totem pole, which several users have accused of being insensitive toward Indigenous people. There was also confusion about whether beer was the right fit for a yoga company. | Called Curiosity Lager, Lululemon debuted the can design on its Instagram last week and immediately drew backlash for its inclusion of a cartoon totem pole, which several users have accused of being insensitive toward Indigenous people. There was also confusion about whether beer was the right fit for a yoga company. |
| The new brew will be produced in a limited run for the SeaWheeze Sunset Festival and Half Marathon in Vancouver’s Stanley Park on 15 August, and available in some liquor stores across the country. | The new brew will be produced in a limited run for the SeaWheeze Sunset Festival and Half Marathon in Vancouver’s Stanley Park on 15 August, and available in some liquor stores across the country. |
| “The ‘totem pole’ is cultural appropriation and incredibly offensive,” posted Instagram user pelicanattack in response to the image. Another nodded to the totem pole’s ostensible origin – the existing decorations in the Xway’xway Indigenous village site at Stanley Park – and criticized its accuracy. | “The ‘totem pole’ is cultural appropriation and incredibly offensive,” posted Instagram user pelicanattack in response to the image. Another nodded to the totem pole’s ostensible origin – the existing decorations in the Xway’xway Indigenous village site at Stanley Park – and criticized its accuracy. |
| “Not okay! Did you even consider collaborating with a local Indigenous artist before you created a caricature of such a sacred and meaningful thing as a totem?” wrote Instagram user danieeela. “Did you know that the totems in Xway-Xway park were brought from Haida Gwaii – and are different from the kinds of carvings Coast Salish people engaged in?” | “Not okay! Did you even consider collaborating with a local Indigenous artist before you created a caricature of such a sacred and meaningful thing as a totem?” wrote Instagram user danieeela. “Did you know that the totems in Xway-Xway park were brought from Haida Gwaii – and are different from the kinds of carvings Coast Salish people engaged in?” |
| Lululemon global events manager and SeaWheeze race director Travis McKenzie, confirmed that the lager’s can was based on Stanley Park. “The design is intended to celebrate the incredible elements that make Stanley Park an iconic venue where we are honored to host our race and festival each year,” he said. | |
| Lululemon is no stranger to consumer backlash; in 2013, the company was discovered to be selling transparent and pilling versions of its yoga pants, which can retail for upwards of $100. In response, the company’s founder, Chip Wilson, told Bloomberg TV that “some women’s bodies just actually don’t work for” the pants, offending some customers; he resigned as chairman one month later, and the ensuing pants recall cost the company an estimated $67m. In February, the company reported net revenue of $1.79m. | Lululemon is no stranger to consumer backlash; in 2013, the company was discovered to be selling transparent and pilling versions of its yoga pants, which can retail for upwards of $100. In response, the company’s founder, Chip Wilson, told Bloomberg TV that “some women’s bodies just actually don’t work for” the pants, offending some customers; he resigned as chairman one month later, and the ensuing pants recall cost the company an estimated $67m. In February, the company reported net revenue of $1.79m. |
| Russ Napolitano, COO of the Tenet Partners brand marketing firm in New York, said the totem pole was an unwise inclusion but that releasing a beer – a stereotypically populist drink – could do more damage to the brand. | Russ Napolitano, COO of the Tenet Partners brand marketing firm in New York, said the totem pole was an unwise inclusion but that releasing a beer – a stereotypically populist drink – could do more damage to the brand. |
| “Maybe they were just insensitive to the totem pole idea and didn’t even think about it, in terms of including it,” said Napolitano, 54. “But if they’re going to go into alcohol, why didn’t they go with a wine? They could have done something very elegant and premium to really reinforce the premium of the Lululemon brand. I feel like they’re sort of denigrating the brand with this extension.” | “Maybe they were just insensitive to the totem pole idea and didn’t even think about it, in terms of including it,” said Napolitano, 54. “But if they’re going to go into alcohol, why didn’t they go with a wine? They could have done something very elegant and premium to really reinforce the premium of the Lululemon brand. I feel like they’re sort of denigrating the brand with this extension.” |
| Jasmine Sandler, a digital marketing strategist in New York, disagreed, saying Lululemon had tapped into a burgeoning market of brewery-hosted yoga classes. “They are supporting and leveraging a growing trend: beer and yoga,” said Sandler, 40. “It’s smart from a business point of view.” | Jasmine Sandler, a digital marketing strategist in New York, disagreed, saying Lululemon had tapped into a burgeoning market of brewery-hosted yoga classes. “They are supporting and leveraging a growing trend: beer and yoga,” said Sandler, 40. “It’s smart from a business point of view.” |
| Last year, Business Insider revealed that Lululemon customers had been blocked from buying items on the company’s website after selling items on eBay, despite the company’s stringent in-store return policy. In January, the company also recalled 318,000 women’s tops for defective elastic cords. The company was also taken to task by the New York Times in 2007 for unsubstantiated claims that its VitaSea line included seaweed in the fabric. | Last year, Business Insider revealed that Lululemon customers had been blocked from buying items on the company’s website after selling items on eBay, despite the company’s stringent in-store return policy. In January, the company also recalled 318,000 women’s tops for defective elastic cords. The company was also taken to task by the New York Times in 2007 for unsubstantiated claims that its VitaSea line included seaweed in the fabric. |
| While Josh Martin, cofounder of the Find Your Trainer athletics company in New York, said combining liquor with athletics is counterproductive, he did think adding beer to a fitness event like SeaWheeze could entice new participants. “Maybe it will welcome folks into the community who otherwise would feel nervous or scared,” said Martin. | While Josh Martin, cofounder of the Find Your Trainer athletics company in New York, said combining liquor with athletics is counterproductive, he did think adding beer to a fitness event like SeaWheeze could entice new participants. “Maybe it will welcome folks into the community who otherwise would feel nervous or scared,” said Martin. |
| However, he won’t be reaching for a can of Curiosity Lager anytime soon. “It’s not intriguing to me. It wouldn’t motivate me to go out and buy it, I’ll tell you that.” | However, he won’t be reaching for a can of Curiosity Lager anytime soon. “It’s not intriguing to me. It wouldn’t motivate me to go out and buy it, I’ll tell you that.” |
| Lululemon is the primary sponsor of the SeaWheeze Sunset Festival and Half Marathon, and Curiosity Lager is produced in partnership with Vancouver’s Stanley Park Brewing. |