The Vancouver-based athleisure retailer successfully registered the trademark in the U.S. earlier this week as retailers increasingly find themselves battling against look-alike goods. (The Fashion Law)

Talking point: It had filed the request in December 2024, according to the U.S. Patent and Trademark Office. It’s unclear what it plans to do with the trademark—the company did not immediately respond to a request for comment—but it’s possible Lululemon may attempt to prevent others from marketing their products as dupes of its items or run marketing campaigns using the term. Lululemon has been fighting dupes in other ways: in the summer, it filed a lawsuit in the U.S. alleging Costco is profiting off of its designs. Vancouver-based clothing retailer Aritzia has followed Lululemon’s move, applying to trademark “Aritzia Dupe” in both the U.S. and Canada. Neither application has yet been approved.