Pea-based pants may be next frontier as Lululemon looks at crops for clothes

Lululemon’s pitch focused on using byproducts from pea processing as inputs for new clothing materials

Lululemon Athletica Inc. wants customers to have more pea in their yoga pants.

The athleisure retailer presented the idea at Protein Industries Canada’s (PIC) pitch day Monday in a talk titled: Clothing the World with Crops, according to a photo of a PowerPoint slide.

ALSO READ: Lululemon shares surge after forecast increase, earnings beat expectations

Lululemon’s pitch focused on using byproducts from pea processing as inputs for new clothing materials, said Bill Greuel, chief executive of PIC, a not-for-profit industry association that is one of the federal government’s five supercluster initiatives. Its goal is to create business opportunities, collaborate and invest in projects that could transform Canada’s agriculture and food processing industries, according to its website.

“It’s not far-fetched at all,” he said, pointing to other examples of more sustainable material used for clothing, like bamboo. Many companies, including Patagonia, also already use hemp.

Lululemon declined to comment on the presentation, with spokeswoman Erin Hankinson writing in an email that “we don’t have anything else to share.”

Peder Sande, who delivered the presentation in Calgary, is a consultant for the company.

More than a dozen companies, researchers or other groups gave presentations that lasted about five to seven minutes each during the day.

PIC had put a call out for talks on business challenges, interesting technology platforms, specific research capabilities and other topics, said Greuel.

“All with the idea that, you know, we want to create opportunities for collaborative research out of the discussion.”

Lululemon’s idea would be a “great opportunity” for the industry to utilize some of the byproducts from pea processing, said Greuel.

Consumers are demanding more plant-based protein in their diets. Canada’s new food guide released earlier this year even recommends people “choose protein foods that come from plants more often” and restaurants have scrambled to add vegan options, like Beyond Meat burgers and breakfast patties, to their menus.

That need for plant-based protein is driving the industry today, said Greuel. The popular Beyond Meat burgers, which temporarily sold out after A&W first started selling them, for example, contain pea protein isolate.

When processors extract protein from peas, pea starch and fibre is left behind, he explained.

Those byproducts are currently used to make glass noodles, livestock feed and other products, Greuel said.

“We’re always interested in additional uses and higher-value uses as well.”

Any idea that adds value is a tremendous opportunity for Canadian farmers to diversify their markets and increase farm-gate prices, wrote Allison Ammeter, chairwoman of the plant protein alliance of Alberta, in a statement.

“Value-add can be food products, beauty products, industrial products, perhaps yoga pants? Why not?” wrote Ammeter, who attended the presentation.

The next step is for any interested companies, including Lululemon, to submit a project proposal to PIC, said Greuel, which is due at the end of the month. PIC will then determine within a few months which of those projects it will help fund.

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Victoria gets new collegiate baseball team, training facility

Golden Tide coach wants to see as many local kids play for the HarbourCats as possible

Severe thunderstorm watch in effect for Greater Victoria

Thunderstorm may produce strong wind gusts, large hail and heavy rain, warns Environment Canada

Sooke couple that owned Sooke Harbour House given $4 million after lengthy court case

B.C. Supreme Court rules in favour of Frederique and Sinclair Philip

Local MP Elizabeth May likes aspects of throne speech, but questions execution

According to May nobody is as ‘reckless’ as BC’s John Horgan in dismissing snap election

Sooke councillor pitches another way to improve transit

Coun. Jeff Bateman wants free passes for youth on local routes

B.C. reports 91 new cases as officials remain worried over ‘clusters of COVID-19

There have now been a total of 8,395 cases in B.C. since the pandemic began

Canada’s active COVID-19 cases top 10,000 as daily new cases triple over the past month

Dr. Tam repeated her warning to young people, who have made up the majority of recent cases

First 8 months of fatal overdoses in B.C. have now exceeded 2019 death toll

Nine people died every two days in August, BC Coroners Service data shows

Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Liberal effort to reset policy agenda panned by rivals as too much talk, not action

Trudeau said it’s ‘all too likely’ families won’t be able to gather for Thanksgiving next month

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

‘Show us the money’ for cannabis, local governments tell B.C.

Municipal tax, transit revenues falling as costs rise

Cops for Cancer: COVID-19 can’t stop Tour de Rock

‘having the chance to come back and ride this year means everything to me’

People ‘disgusted’ by COVID-19 election call, B.C. Liberal leader says

Andrew Wilkinson speaks to municipal leaders from Victoria

Most Read