Athleisure giant Lululemon has finally listened to customers begging it to change one awkward feature in its bestseller leggings.
The company’s CEO, Calvin McDonald, said in an earnings call with investors on Thursday that it would introduce leggings without front seams, a highly-requested change.
“We’ll expand further with other new bottoms, including a legging with no front seam,” McDonald said to investors.
“Our guests have been asking for this innovation, and we believe this style, along with all the other newness and innovation we are bringing to market, will help drive new guest acquisition and increase purchase from existing guests as well,” he added.
He said the new leggings were celebrating the 10th anniversary of Lululemon’s Align product line, which includes leggings, shorts, sports bras, tops, bodysuits, and more.
Social media users have criticized the front seam of Lululemon’s leggings. Some women say the seam can be unflattering when tightly fitted to one’s body.
Some TikTok users also say Lululemon’s front seam is a big reason they’ve bought leggings from other brands.
Representatives for Lululemon did not respond to BI’s query about when the new product would be available and how much it would cost. The Vancouver-based company’s leggings start at around $98.
To be sure, this is not the first pair of leggings Lululemon has made without front seams.
In July, it dropped the $98 Breezethrough leggings without the front seam, but the product was pulled from shelves within the same month after customers criticized it for its deep V-shaped back seam.
The company reported results from its latest quarter on Thursday. Revenue increased 13% from the year before to $3.6 billion, and international sales rose 38% in the quarter.
The company’s stock remained flat during trading hours on Thursday but dropped about 10% in after-hours trading.
