Capitalism is inherently patriarchal, feminist theory explains, and the examples above can easily be understood as benevolent paternalism: symbolic gestures that do little to disrupt underlying power hierarchies. This is probably true. Yet Lululemon’s support of me and of my peculiar brand of fitness-activism was substantial and sincere enough for this feminist to make peace with the circumstance. And anyone who has happened upon a favorite yoga teacher at a free in-store class or who suddenly felt motivated to hit the gym a little harder thanks to a pretty pair of pants can attest to the fact that Lululemon’s messages of empowerment can translate into genuinely inspired action.
I’m not one to be personally wounded by the actions of a corporation, no matter how loud its feel-good proclamations. For this reason, I haven’t gotten too worked up about Lululemon’s recent spate of scandals. Indeed, the “j’accuse” zeal with which many point out lululemon’s corrupt “heart of darkness,” often seems overblown; one part resentment of the company’s massive success and another sanctimoniousness about how a “yoga company” should behave.
Why This Lululemon Scandal Is Different | Natalia Mehlman Petrzela
also why i find the lean in movement mostly just marketing fluff. the solution is to just work harder in the system that already exists (aka capitalism) rather than changing the fundamental principles on which the system operates (aka changing the game).
[reconsidered and still want to reflect on it…hmmm]