Remarks about the size of women's thighs by the founder of a red-hot yogawear brand are rubbing some women the wrong way.
And Salem State University professor Rebecca Hains is leading the call for lululemon athletica's Chip Wilson to apologize to women and girls and start making yoga pants larger than size 12.
In an interview last week about problems with lululemon's yoga pants "pilling," Wilson said that "some women's bodies just actually don't work" for the company's pants.
"It's really about the rubbing through the thighs and how much pressure is there over a period of time," he said.
Hains fired back with a petition at change.org/lululemon demanding that Wilson "stop shaming women's bodies."
"In media culture, what researchers call extreme thinness — a thinness level that's actually not possible for most women — is valorized and promoted and fetishized," said Hains, an advertising and media studies professor whose research focuses on girls, media and body image. "I've also seen how lately girls and young women online have Web pages and discussions about wishing they had a 'thigh gap.' It's part of normal adult womanhood that thighs touch."
Lululemon did not respond to a Herald request for comment.
Wilson issued a YouTube video apology on Friday, but it was addressed to lululemon employees. Hains hopes the petition spurs him to do more, and show "he actually reflected on the issue and understands the problem."
"His brand is about providing products to women who want to be healthy," she said. "He has a responsibility to understand what healthy is."
Meanwhile, Candace Corlett, president of WSL Strategic Retail, suggested that Wilson just "stop talking."
"He should be the smart brains behind the business and should figure out a fabric that works well for all sizes," she said. "A company like lululemon that prides itself on the technology behind their clothing has an obligation to make sure that the promise is delivered to all customers."
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