Lululemon is betting more men want pants that look like dress pants but feel 'like sweatpants”
Lululemon Athletica Inc. built its brand by convincing women to wear its pricey yoga pants, even when they weren’t headed to the gym. These days, the company says its most promising customers are men.
Lululemon is betting on men like Joseph Frilot. The 28-year-old middle-school teacher says he had been looking for slacks that “looked like dress pants but felt like sweatpants” when he found them at the multibillion-dollar brand. He bought a pair.
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