
Published 04 May 2023
Amassing 3.9 billion views on TikTok and counting, #dupe culture shows no sign of abating, as cash-strapped consumers affected by the cost-of-living crisis continue to seek out quick-fix bargains. Canadian athleisure giant Lululemon’s new take-back scheme attempts to combat counterfeits in a creative – and sustainable – way.



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We’re entering a new era of utility being key in apparel – what function it performs, how useful it is – with multiple drivers informing the pragmatism that will become a key coping mechanism in 2027.