B / Lululemon
Founded in 1998 in Vancouver, Canada, Lululemon is a contemporary sportswear brand that initially gained recognition for its optimal-performance yoga pants. The highly functional and comfortable tops, pants, outerwear, daily wear, and sports gear are products of extensive observation of physical movements—or “the science of feel,” as described by the brand. Lululemon is regarded as standing at the epicenter of the athleisure trend, offering garments suited not only for workouts but also for daily life and even work. The brand has grown rapidly to secure an exclusive market share that rivals long-standing global sports brand powerhouses, a success rooted in the philosophy of symbiotic brand-customer prosperity that encourages community building centered on local stores and Lululemon ambassadors.
B attempts to discover truly good brands from today’s market where countless brand-named products are overflowing. B pursues its quest for true value of a printed medium by becoming a magazine that would be worth possessing, not affected by advertisements since it receives no financial support from the brand, and maintains a unique and independent perspective which is increasingly disappearing due to overflowing information mingled among different media outlets.