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Hijab sales

Sent: February 2, 2023 3:22 PM To: Subject: Hijab sales

Good afternoon,

I was recently scrolling on social media, and a Lululemon ad for a hijab popped up in my feed. Curious, I hopped over to your page and found that Lululemon offers a range of hijabs to the discerning Muslim:

First off, I think perhaps you need to tweak your advertising algorithms as I assure you that white, middle-aged native born Canadians are most definitely not Lululemon’s target demographic for this product. Secondly, I understand that, in 2023 every corporation is vying for the opportunity to out-woke their competitors, but might I suggest that perhaps Lululemon has taken a careless and opportunistic political stance over a very serious symbol of female oppression around the world?

I have a few concerns with Lululemon propheting (ha – see what I did there?) from its sales of a religious garment, especially one so loaded with controversy as the hijab. As you are probably aware, many countries in the world mandate that Muslim women must wear a hijab. These countries include such bastions of democracy and inclusivity as Iran, Iraq, Saudi Arabia, Afghanistan, parts of Indonesia, parts of Syria, and of course anywhere where Isis or the Taliban have seized power. The penalty for failing to cover one’s head ranges from receiving 74 lashes and/or imprisonment, fines, “public humiliation” and beatings. And, of course, every now and then a woman who protests this mandate “disappears” while in “morality police” custody.

You will no doubt argue that, in many parts of the world, women eagerly clamor to cover themselves in Sharia-approved clothing to protect their modesty. As one who studied some aspects of Islam culture in university, including female genital mutilation (“FGM”), my answer to that is that, unfortunately, the women in these misogynistic societies are sometimes the key oppressors and enforcers of these rules. It’s actually quite fascinating – and also explains why people in Canada keep voting Liberal.

Nonetheless, since Lululemon seems hellbent on displaying its support for the Taliban and other champions of female empowerment, I do have a few suggestions for your ad campaign which I hope you will take under consideration:

  • First off, the model shown in the hijab is unaccompanied by a male. Where is her mahram (the male guardian who must always be present with a woman whilst she is in public)? Surely you should show him at a watchful distance, lest her hijab slips and she becomes a rape-able seductive temptress? (Extra points for having some type of imam in the background holding a stick – no longer than a miswak, per Sharia law - or a bag of rocks at the ready to inflict punishment for hijab misuse.)

  • In order to capture the full Muslim market, might I suggest children’s sizes? As you are most likely aware, Islam allows grown men to marry children – but don’t worry, not until a child’s family has determined that she is physically able to withstand intercourse without physical harm! All around the globe, Muslim girls as young as six years are legally married off to much older men, in effect being sentenced to a lifetime of sex slavery. Maybe offer a free teddy bear with the purchase of an XXS hijab?

  • Speaking of Muslim culture, you are, of course, aware that a lot of Muslims also practise FGM, a painful and traumatizing experience which renders some Muslim women in chronic pain for the rest of their lives as they battle with infections, painful menstruation and nerve damage. I’ve been trying to think how Lululemon could capitalize on this practise as well: Maybe some yoga pants with a bright red splash on the crotch? (Or just a red stop sign.)

  • And finally, I do have one serious suggestion for Lululemon, since it seems hellbent on embracing the teachings of the Koran: last year, Mahsa Amini died in the custody of Iranian “morality police” after an allegation she was not wearing her hijab properly, triggering months of protests in that country. Shortly thereafter, Iranian rock climber Elnaz Rekabi competed at the IFSC’s Asian Championships in South Korea, where either her hijab fell off, or she elected not to wear it. After disappearing for 48 hours in Asia, Ms. Rekabi was expedited home to Iran by the Iranian government. Her house was destroyed in December, 2022 (likely at the orders of the government), and no one has heard from her in months. Might I suggest you take some of that hijab blood money and hire someone to find Ms. Rekabi and confirm she is safe and well? She would probably be quite grateful for a foreign passport, too.

In all seriousness, the irony of a company that champions women’s half naked bodies selling an item of clothing meant to keep women hidden and subservient is poetic. I’m happy to point you to more resources discussing the Muslim religion, and its oppression of women, but as a starting point I’d recommend that your management team read either Infidel or Prey by Ayaan Hirsi Ali, a survivor of this system that you are so recklessly promoting. As an aside, I have a 14 year-old daughter who loves wearing your products. Unfortunately, due to Lululemon’s stance, I will no longer be buying her clothes from your store, and will endeavour to teach her that real female empowerment comes from supporting all of our sisters around the world in their fight for autonomy and freedom.

Thank you for taking the time to read my email. Inshallah, I hope you will revisit these sales, and your promotion of such a harmful item of clothing.


Date: February 3, 2023 at 6:34:14 AM PST Subject: RE: Hijab sales GEC:08100003922

Thank you for reaching us here at lululemon's Guest Education Centre (GEC)

I totally understand you, I am really sorry for any inconvenience this may have caused you, and we appreciate you're taking the time to let us know, I will definitely make sure to pass along your feedback and suggestions to our Orders team for careful consideration. Your feedback is incredibly important to our teams, and I appreciate you taking the time to voice your thoughts.

If there's anything else we can help with, you're more than welcome to respond here.



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