Lululemon’s Felix del Toro Talks Men’s

Yes, real men practice yoga, but they also have other athletic pursuits. As Felix del Toro, senior vice president and head of men’s design for Lululemon Athletica, describes the company’s consumer, he works out five or six days a week and may do yoga once a week. Del Toro recalled that when Lululemon Athletica was in the throes of developing its men’s business two years ago, one question that kept coming up was whether to change the brand name and the logo. “How can this be relevant for men when it’s such a woman’s brand,” del Toro remembered being asked again and again. “Can a women’s yoga brand be meaningful for men? Obviously, we feel the answer is yes. Besides, we liked the challenge.” Lululemon describes its male consumers as being confident, competitive, well rounded and happy. “Self-assured and self-aware,” del Toro added. “He’s discerning, he recognizes quality and expects it. He’s style conscious, works hard, has a sense of humor and is witty. He’s a multidimensional man, someone you’d want to be friends with and someone you’d want your sister to marry — I know, he’s quite a guy.” It stands to reason that the company’s motto, “There’s no reason why you shouldn’t

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