Activewear conglomerate Lululemon have a reputation for bucking the trend in a lot of ways.
First of all, they sell unremarkable-to-the-naked-eye stretchy black pants that cost $129 a pop. They’re known for causing controversy with their oftentimes tasteless window displays. The company’s even been host to an in-store murder. Cutting edge.
But all of that (bar the last, tragic anecdote) pales in comparison to their latest venture – releasing a limited edition beer.
Yep, a friggen beer.
They’ve teamed up with a brewery over in the company’s birthplace of Canada to create the limited-edition bevy called ‘Courageous Blonde’.
It’s been brewed to celebrate their annual SeaWheeze half marathon, taking place on August 13th in Vancouver.
Though the title is an obvious nod to the beer’s light, lemony bitterness, it’s also no doubt a mildly patronising tip of the hat to the minted, Range Rover-ing ladies who froth on yoga wear.
Reviews have been… fruity.
Source: PSFK.
Photo: Lululemon.
