When ‘Dupe’ Becomes a Brand: Lululemon’s Surprising Trademark Play Explained
The Context
On October 21, 2025, Lululemon secured a U.S. trademark registration for the phrase “LULULEMON DUPE.” Source.
The term ”Lululemon dupe” is typically used to describe lower-cost look-alikes of Lululemon’s apparel. Why register it? While Lululemon has not publicly detailed its full strategy, the move signals potential rethinking of how the brand addresses imitation, language and consumer perception.
After all, few brands are copied quite like Lululemon. Its Align leggings, Scuba hoodies, and ABCpants have become blueprints for the entire athleisure market, reproduced in countless variations across e-commerce and social media.
What Trademarking Lululemon Dupe Might Indicate
Trademarking “LULULEMON DUPE” could potentially strengthen Lululemon’s enforcement position online. Because the mark is registered in Class 35 for retail, advertising, and marketing services—rather than for clothing goods—it may give the company additional grounds to act against unauthorized use of the phrase in promotional or sales contexts.
This registration might also help Lululemon challenge online listings, influencer content, or ads that link its name to imitation products. Perhaps it will make enforcement more efficient by streamlining takedown procedures on major marketplaces and social platforms, where rights holders often need to prove trademark ownership to have infringing content removed.
It may also carry strategic value in at least three areas:
Narrative reclamation – Somehow trying to transform the word “dupe” from external mockery into an internal brand tool.
Marketing leverage – Enabling Lululemon to create campaigns or retail experiences that engage directly with imitation culture, rather than simply challenge it.
Language and search control – Providing a legal basis to influence how “LULULEMON DUPE” appears in online search results, product listings, and digital advertising, helping steer consumer perception and protect the integrity of the brand name.
What’s Next?
Only time will tell. But when a brand with Lululemon’s influence trademarks the phrase “LULULEMON DUPE,” it could be an early indication of how they plan to shape the conversation – not simply fight copycats, but re-frame them.
Key takeaway:
For brands, this story reinforces that trademark strategies now often extend beyond logos and word marks. They also involve language, discovery terms, cultural memes and how you appear in search. Controlling the conversation means going where the consumer is – even if that is the language around imitation itself.
This article is for informational purposes only and does not constitute legal advice. If you would like a review of your trademark portfolio or develop a best-in-class brand protection strategy, please contact us at Abrande.
Sources (official and practitioner‑friendly)
USPTO
https://tsdr.uspto.gov/#caseNumber=98884197&caseType=SERIAL_NO&searchType=statusSearch
