Lululemon made $1B selling Align pants. Now it’s plotting its next bestseller

If you saw a group of millennials out on a Saturday in the mid-2010s, they were most likely wearing leggings—the uniform of that era. And there’s a good chance they were Lululemon’s Align leggings.

Ten years ago today, Lululemon’s designers developed a new material called Nulu that was buttery soft, thin, and stretchy. It put them into a $98 pair of leggings called Align. The fabric proved so irresistible that women started wearing the pants right out of the yoga studio and into the rest of their lives.