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.

Just Posted

WATCH: Going once, going twice… Rotary Auction gone!

The Prince Rupert Rotary club received $85K in donations and made $60k back in revenues

The Northern View presents Santa Shops Here in Prince Rupert

More reasons to spend your shopping dollars locally

New band mayor elected in Lax Kw’alaams

Garry Reece Sr. will be replacing John Helin as band mayor

Prince Rupert is Hometown Hockey and here’s everything you need to know

The two day-festivities are full of games, prizes and special guests

STORY & VIDEO: Crafty combo means even more entertainment at this year’s Kaien Island Craft Fair

Live music and food were 2019’s new arrivals at the popular event

Your Prince Rupert 55th Rotary Auction guide

Online guide to all the items up for bid before Monday’s live auction

Canucks erupt with 5 power-play goals in win over Nashville

Vancouver ends three-game slide with 6-3 triumph over Predators

65-million-year-old triceratops makes its debut in Victoria

Dino Lab Inc. is excavating the fossilized remains of a 65-million-year-old dinosaur

B.C. widow suing health authority after ‘untreatable’ superbug killed her husband

New Public Agency Health report puts Canadian death toll at 5,400 in 2018

Changes to B.C. building code address secondary suites, energy efficiency

Housing Minister Selina Robinson says the changes will help create more affordable housing

Security guard at Kamloops music festival gets three years for sexually assaulting concertgoer

Shawn Christopher Gray walked the woman home after she became seperated from her friends, court heard

Most Read