lululemon Like New

The world needs to act now to create a more sustainable future. I was honoured to oversee and direct the work of SF agency Character for the launch of lululemon Like New. lululemon first ever trade-in and resale program. Just like one product goes from one person to the other , the identity embrace the notion of repetition and circularity using typographic patterns installing the three steps of the program:"Rethink, Revive, and Rediscover".

Agency: Character
lululemon Creative team: Kate Mac Lennan & Fred Mazzola
lululemon Creative Direction: Shaun Samson
Brand Manager: Kirsten Cave
Marketing manager: Israel Garcilazo
lululemon Project Manager: Carolyn Fung
Like New Manager: Kathie Lewandowski
Program Lead: Alison Buchanan

100% of lululemon Like New profits will be reinvested
into lululemon sustainability initiatives.*

*100% of pilot program profits or 2% of revenue, whichever is higher.
Initiatives include circular product design, renew and recycle programs and store environmental programs.

If everyone bought one item used instead of new this year, it would save the equivalent of 18,700 dump trucks full of waste, the water of 1.25 billion showers, and the carbon equivalent to planting 66 million trees.

↑Back to Top