• The New York Times, Wednesday, November 14, 2007 10:45 AM

Lululemon Athletica says its VitaSea line is made with seaweed fiber that purportedly reduce stress and provide anti-inflammatory, antibacterial, hydrating and detoxifying benefits. But two laboratory tests of a Lululemon shirt made of VitaSea both came to the same conclusion: There is no significant difference in mineral levels between the VitaSea fabric and cotton T-shirts.

The tests raise obvious questions about Lululemon, which has received positive media coverage for its fabrics, and its marketing. Consumers generally pay more for high-tech sportswear, and companies like Lululemon are trying to capitalize on interest in organic materials. "Consumers expect and trust companies to be honest with them," says Sally Greenberg, executive director of the National Consumers League.

Lululemon executives say they trusted the claims of its suppliers and had not independently tested the VitaSea material. The Times commissioned an independent test after an investor who is shorting Lululemon's stock--betting that its price will fall--provided it with test results from a different lab.

Read the whole story at The New York Times »