A fake brand just did what years of criticism could not. In Marylebone, London, a look-alike store to Lululemon Athletica was spotted. But this dupe did more than just turn heads. It raised questions that went far beyond copyright infringement.
This look-alike store was Mumumelon, an activist-led dupe of the famous brand that unapologetically duped itself.
What Is Mumumelon?
Mumumelon is a look-alike store that tried to replicate the brand Lululemon. This was a pop-up store that opened for two days in April 2026. The dupe sold products that looked like those of Lululemon, but at a cheaper cost, reportedly made using natural energy sources like wind and solar power. This look-alike moved with a clear motto: “Violating copyright, not the planet.”
This brand was actually a stunt by an activist group called Action Speaks Louder, which had spent years trying to get Lululemon to adopt more conventional practices on sustainability.
Ruth MacGilp, a climate campaigner of the activist group, explained, “We’ve been campaigning on Lululemon for a few years now to push them to invest in the renewable energy transition and phase out fossil fuels from their supply chain. We wanted to do something a bit more creative.”
This was an important move, considering the activist group didn’t just pull a prank on Lululemon out of nowhere. In May 2025, Lululemon announced that it wanted nearly 50 per cent of the energy it used in production to come from renewable resources among its main suppliers by the year 2030.
However, the company’s own 2024 impact report showed a 14 per cent increase in Scope 3 emissions and that the company’s use of renewable electricity among suppliers had only risen from 14 per cent to 15 per cent over the previous year.
The group argued that, as a global brand with nearly $11 billion in sales in 2025, Lululemon inarguably had the resources to move towards sustainability at a faster rate than it had been. Since the company markets itself as being committed to wellness and sustainability, it was only fair that the reports reflected this.
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What the Experts Say
Explaining the Mumumelon campaign, James Lorenz, Action Speaks Louder’s Executive Director, said, “This campaign is about making the issue impossible to ignore. In a sector like fashion, where brand and perception are everything, creative interventions can land in a way that reports and traditional tactics simply can’t.”
Reflecting on their attempts to convince Lululemon to adopt more nature-loving practices in their production, he further explained, “Mumumelon sits within a much longer engagement with Lululemon. Over the past few years we’ve pursued good-faith dialogue, alongside research and more conventional advocacy, but we haven’t seen the level of movement that’s needed.
This is an escalation, designed to make the gap between the brand’s image and the reality of its supply chain visible in a way that resonates with its core audience.”
Lululemon, too, released a statement defending its sustainability work, claiming that it was continuing to make meaningful progress on its goals. “Climate action and worker wellbeing are key focus areas for us, and we have achieved a 60% absolute reduction of greenhouse emissions in our owned and operated facilities.”
The brand further said, “We recognize most of our climate impact comes from emissions in our broader supply chain. We are investing in scaling environmental solutions across our shared supply chain and advancing circular innovation with a focus on making our products with preferred materials, such as recycled nylon and polyester.”
Still, the debate doesn’t really end here. What’s worth noting is that Mumumelon, being a fake Lululemon-alike, could set up a store designed almost exactly like Lululemon while still being mindful of its environmental impact.
On the other hand, Lululemon, despite being a much larger company, has faced criticism for not moving at the same pace, even after years of pressure from activists.
What the Future Holds
Providing a solution, Ruth MacGilp explains, “The alternative to fossil fuels for heat is using electricity, but what has to happen first is that those processes have to be electrified through technologies like heat pumps and electric boilers. And that’s not yet common practice in the fashion industry. It’s commercially available technology, but it hasn’t yet scaled.”
According to an analysis by Business Insider, fashion production is responsible for about 10 per cent of carbon emissions, roughly equal to the total emissions released by the European Union. The industry also puts significant pressure on water resources by depleting them. On top of that, almost 85 per cent of all textiles go to the dump every year, with 500,000 tons of microfibres released into the ocean yearly.
These are just a few reasons as to why a more sustainable approach is needed. In the end, Mumumelon is less about a fake brand and more about the message it carries. With the fashion industry moving so fast towards growth, perhaps it is also time it moved even faster towards sustainability.
Image Credits: Google Images
Sources: Vogue, Forbes, Business Insider
Find the blogger: @shubhangichoudhary_29
This post is tagged under: fashion sustainability, lululemon, mumumelon, activist campaign, climate activism, sustainable fashion, fast fashion pollution, renewable energy fashion, ethical fashion, lululemon controversy, london pop up store, action speaks louder, eco friendly brands, scope 3 emissions, fashion industry climate change, viral brand stunt, retail activism, greenwashing debate, sustainable supply chains, environmental impact fashion
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