The Canadian-based self-described yoga-inspired athletic apparel company Lululemon might be escalating prices of the much loved brand.
A representative of the brand told Business Insider a price hike was on the way, and was related to "innovating and improving fabrics, functionality, technicality, and fit."
Though there has been no clarification regarding the price by the spokesperson of Lululemon.
The news brought dismay among its customers with many declaring to cease shopping at Lululemon stores in the comment section of the brand's post.
Popular Canadian blogger Lulumum had earlier predicted the price hike in Canada, which is set to hit U.S. stores soon.
In a recent post she wrote, "The new Cool Racerback IIs are now in stores and they are priced at an eye watering $52. When I started this blog, Cool Racerbacks were $38."
"I've now heard that the US will also be getting price increases sometime after the Canadian increase on August 1," she adding, saying that U.S. customers too have to sacrifice extra dollars to get their hands on this brand.
The Lululemon representative added that "the only American prices that will go up will be some sports bras and the Swiftly line of running apparel."