Lululemon: After tearing off your label, action!

Problem: Even though women's groups have reached new heights of individuality, the traditional thinking prevalent in society prevents women from taking action and returning to themselves.

Insight: Lululemon is the expression of every woman's healthy, stylish and high quality of life.

Proposition: Moving is affirming.

Idea & Solution: Lululemon's wash labels are easy to tear by hand.