Lululemon Sues Costco Over Lookalike Apparel Alleging Consumer Confusion

Lululemon has filed a lawsuit against Costco, alleging that the warehouse retailer is selling copycat versions of its popular apparel, including hoodies, jackets, and pants. Filed in the U.S. District Court for the Central District of California, the lawsuit accuses Costco of trade dress infringement, claiming the store’s products are so similar in look and style that consumers may confuse them for authentic Lululemon merchandise.

At the heart of the complaint are items such as Lululemon’s ‘Scuba’ hoodies, ‘Define’ jackets, and ‘ABC’ pants, which retail for $118 to $128. Lululemon claims Costco’s versions—sold under brands like Danskin, Jockey, Spyder, Hi-Tec, and its private-label Kirkland—closely mimic the look and feel of these designs, potentially misleading consumers both at the point of sale and afterward.

The lawsuit points to the rise of "dupes" on social media as evidence that the visual similarities are intentional and influential, with hashtags like #luludupe gaining traction. Lululemon, which prides itself on innovation and quality, says its design techniques are being unfairly leveraged to boost sales of cheaper alternatives.

Lululemon is seeking damages for lost profits and an injunction to stop Costco from selling the disputed apparel. The company says it’s committed to protecting its intellectual property to maintain the integrity of its brand. Costco has not yet responded publicly to the lawsuit.