In fashion, what’s old doesn’t have to mean out. As more people rethink the way they shop, lululemon is stepping up to prove that pre-loved can be just as stylish, high-performing, and meaningful as brand new. Through its circular fashion initiatives, the brand is blending innovation with intention, and giving garments a second life while inspiring customers to make more mindful choices.

Leading this shift in the Hong Kong, Macau, and Taiwan markets is Dr. Joey Chan, Market Director at lululemon. Since joining the brand in 2021, Dr. Joey has brought her extensive luxury retail background and personal passion for sustainability to the forefront, helping shape lululemon’s regional journey toward a more circular future.

We caught up with the director to talk about lululemon’s “Like New” campaign, which recently launched its second phase in Hong Kong. This initiative featured a product take-back activation and a resale pop-up event, which aims to promote circular fashion and combat textile waste. From design strategies that ensure durability to partnerships that make garment renewal possible, she gives us a closer look at how lululemon is changing the way we experience fashion — one thoughtfully worn piece at a time.

Hi Dr. Joey! lululemon products are known to be durable and hold up well, even second-hand. How does the brand ensure long-lasting quality?

At lululemon, product quality is at the core of everything we do. As a premium athletic retailer, we know our guests value longevity and performance in the products they invest in. That’s why we’re committed to designing apparel that not only meets high-performance standards but also stands the test of time, and is better for people and the planet.

We are working towards building a more circular business by designing solutions at key stages of the product life cycle, which include integrating preferred materials, such as recycled or plant-based materials, into our products; designing products for extended use and recyclability; offering resale and repair programs to give our guests opportunities to extend the use of their lululemon products; and advancing the textile-to-textile recycling industry through our investments and partnerships. 

How do you integrate lululemon’s sustainability values, like durability and mindful design, into customer experiences?

Our sustainability values come to life through initiatives like “Like New,” which has just been piloted in Hong Kong. It’s a small but meaningful step toward extending the life of our garments and reducing environmental impact. More importantly, 100% of net profits from “Like New” (or 2% of revenue) are reinvested into sustainability initiatives as part of our ongoing effort to support more responsible retail practices.

We also offer an always-on Repairs program across all our Hong Kong stores, which helps guests extend the life of their garments and deepen their connection with the brand.

Congratulations on launching Phase 2 of the "Like New" campaign in HK! Can you share a little bit more about the experience with us and why such initiatives are important for building a more circular fashion economy?

We’re grateful for the opportunity to launch Phase 2 of our “Like New” pilot as part of our broader commitment to circularity. lululemon products are designed to last, which makes them well-suited for recommerce and extending their lifecycle.

This phase encouraged guests to rethink, revive, and rediscover their lululemon gear, offering meaningful ways to refresh their wardrobes while contributing to a healthier planet. Our partnership with Redress has been instrumental in piloting the program locally, allowing us to better understand guest response and refine our approach. Phase 2 has also given us valuable insights that will help shape what’s next, and we’re excited to keep learning and evolving as we look ahead to Phase 3.

Can you elaborate more on how your partnership with Redress has enabled you to efficiently assess and clean pre-loved activewear?

Redress has been an invaluable partner in our “Like New” pilot. As a trusted and reputable organization with deep experience in circular fashion, their support has enabled us to efficiently assess and clean pre-loved activewear. All items collected during Take-back activations are sorted and professionally cleaned. Garments with minor defects are repaired by local vendors, while those that meet our resale standards are featured in our “Like New” pop-up shop.

Meanwhile, items that don’t meet resale criteria but retain performance integrity are donated to Crossroads, and products from other brands are handled by Redress for resale, donation, or downcycling. Thanks to this system, less than 5% of collected items end up in landfills.

That’s amazing! Is lululemon looking to build its own such garment sorting and processing facilities for the HK, Macau, and Taiwan markets?

We’re continuing to learn from this pilot and explore what’s possible. While we don’t have immediate plans to build our own sorting and processing facilities, we’re committed to growing our capabilities in ways that support our long-term sustainability goals.

In your markets, how are consumers responding to sustainability messaging?

We’ve been encouraged by the positive response to our “Like New” pilot in Hong Kong. In just a few months, we’ve collected over 3,800 garments, which shows that when given a convenient and thoughtful platform, our guests are ready to support more sustainable choices.

The engagement we experienced through this program reinforces the importance of circular initiatives in helping reduce environmental impact and extend the life of our products. It also gives us valuable insights into how we can continue to evolve the program to better meet the needs of our guests and our planet.

Moreover, our collaboration with Redress helps us reach a wider community and promote circular fashion. Combined with our Repairs program, which launched last year in all Hong Kong stores, we’re empowering guests to extend the life of their garments. We’ll continue to explore new ways to share our sustainability efforts and encourage more mindful choices.

Is there a myth about pre-loved or circular fashion you’d like to debunk?

One common misconception is that pre-loved clothing is worn out or outdated. But that is not the case with us. Through our partnership with Redress, we’ve established a rigorous process to inspect, sort, clean, and resell eligible items. Only gently worn lululemon apparel and bags that meet our quality standards, meaning free from damage, pilling, or discoloration, are selected for resale.

Items with minor defects are repaired by local vendors to restore them to wearable condition, while those that don’t meet resale standards but still retain performance integrity are donated to our partner Crossroads. This ensures every item is given a second life in the most responsible way possible.

Guests who visited our “Like New” pop-up were pleasantly surprised to find trendy and classic lululemon pieces in excellent condition. It’s proof that circular fashion can be both stylish and sustainable.

lululemon has set global sustainability goals across its three pillars. How are these translated into tangible efforts or campaigns in your markets?

lululemon’s sustainability journey is guided by our Impact Agenda. Locally, we bring these commitments to life through initiatives including “Like New,” our Repairs program, and strategic partnerships with organizations like Redress.

One of our key goals under Be Planet is to ensure that by 2030, 100% of our products are made with sustainable materials and end-of-use solutions. These efforts are designed to build a healthier future for our guests, our communities, and the planet.

You’re a dedicated sustainability advocate. How do you bring that advocacy into your leadership? And how does it influence the way you engage teams and customers in the region?

Sustainability is more than a professional responsibility; it’s a personal passion. I believe in leading by example and often remind my team of the motto: “If not us, then who? If not now, then when?” As a leader in the athletic apparel space, we have a unique opportunity to drive change.

At lululemon, we empower our guests to refresh their gear in meaningful ways and embrace mindful movement, not just for personal wellbeing, but for the planet. I encourage our teams to think creatively, act with purpose, and engage our communities in building a circular, community-led future for fashion.

Looking ahead, are there any material innovations or design strategies lululemon is prioritizing to further its sustainability commitments?

We’re currently focused on successfully piloting “Like New” in Hong Kong to inform future scaling across the region. This includes exploring new circular initiatives and expanding our sustainability efforts. These strategies are aligned with our long-term goals under the Impact Agenda.

As for consumer upcoming campaigns, stay tuned! We have exciting initiatives on the horizon that will further engage our guests in meaningful ways and continue to support our sustainability commitments.

You can learn more about the initiative here or follow lululemon Hong Kong on Instagram and Facebook for updates.