The founder made up "Lululemon" to sound Japanese. It's nonsensical branding that should've died in a pitch meeting. Instead it became a billion-dollar empire. Same energy as Haagen-Dazs inventing a fake Scandinavian name to sell American ice cream. The quote nails it: this branding shouldn't have survived, let alone thrived. But it did, because consumers don't care if you're lying to them as long as the product feels premium and you tell the lie convincingly enough.