‘Mumumelon’ Purposefully Rips Off Lululemon But Is ‘Less Terrible’ For The Earth
Images via Oli Frost and Mumumelon
There are not many companies out there that would like to be caught copying other brands. This one, however, prints it right smack on the label. Besides borrowing directly from Lululemon, “Mumumelon” builds its entire campaign around the act, using imitation and trademark infringement a way to make a point about fashion’s environmental cost.
This openly “dupe” brand is the satirical work of climate advocacy group Action Speaks Louder in collaboration with creative studio Serious People. Launched in London this month, the project introduced a popup that closely resembled a typical athleisure store, complete with minimalist interiors, neatly arranged workout sets, and near-identical designs.
Image via Mumumelon
The name and logo look familiar, but they carry a different message.
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Mumumelon proudly acknowledges that it rips off Lululemon’s designs, noting that it is “violating copyright, not the planet.” Intellectual property is a line it is willing to cross in order to highlight what it sees as a more pressing issue: the environmental footprint of fashion production.
Image via Mumumelon
Image via Mumumelon
Inside the popup, the resemblance continues. The layout mirrors the clean, lifestyle-driven aesthetic associated with premium activewear brands, alongside coordinated displays.
But this is where the similarities end. Organizers say the clothing was produced using 100% renewable energy, demonstrating how lower-emission production is achievable even for smaller names. Instead, the global fashion supply chain remains reliant on fossil fuels and seemingly aren’t making the switch as quickly as they can.
Image via Mumumelon
Screenshot via Mumumelon
All told, the team behind Mumumelon has acknowledged that its limited-scale production cannot be directly matched with the complexities of a multinational operation. Materials, logistics, and cost structures differ significantly. Still, the project works as a proof of concept, an attempt to show that alternatives exist even if they are not yet widely adopted.
Image via Mumumelon
