We Don't Smell the Seaweed

In another example of why you "'can't believe the hype":

Lululemon Athletica has been making claims that its VitaSea yoga and fitness clothing, made from seaweed fiber supplied by a company called SeaCell, reduces stress and provides anti-inflammatory, antibacterial, hydrating and detoxifying benefits. The fabric, according to Lululemom hang tags, “releases marine amino acids, minerals and vitamins into the skin upon contact with moisture.”

Sounds like a great way to market high-end yoga gear. The problem: lab tests commissioned by the New York Times found "there was no significant difference in mineral levels between the VitaSea fabric and cotton T-shirts," says the Times. "In other words, the labs found no evidence of seaweed in the Lululemon clothing. "

Some snippets from the article suggest a tangled web has been weaved:

• The Times commissioned its test after an investor who is shorting Lululemon’s stock — betting that its price will fall — provided Chemir’s (Analytical Services) test results to The Times.

• SeaCell is owned by a German company called Smartfiber. Smartfiber provides scientific documents on its Web site about the effects of the SeaCell fibers, but it also says on its site that SeaCell assumes no liability for that information’s accuracy.

• When told about the findings, Lululemon’s founder said he could not dispute them.
  “If you actually put it on and wear it, it is different from cotton,” said Dennis Wilson, Lululemon’s founder, chief product designer and board chairman. “That’s my only test of it.”

Here's a link to the full Times piece