Lululemon’s billionaire founder, Chip Wilson, has sparked controversy by criticizing the company’s diversity and inclusion efforts, asserting that exclusivity is more important than inclusivity. In an interview with Forbes, Wilson, who stepped down from the posh leggings company 10 years ago, expressed his belief that a brand should not cater to everyone and should be clear about not wanting certain customers.

Despite Wilson’s criticism, Lululemon has seen significant financial success, with Wilson adding almost $4 billion to his net worth since 2020, largely due to the rise in value of his 8% stake in Lululemon stock.

This is not the first time that Wilson has faced backlash for controversial remarks. He has been criticized for making anti-Asian, sexist, and fatphobic comments in the past. Wilson previously made headlines for stating that Lululemon’s popular leggings were not suitable for everyone, particularly plus-size women, and for making insensitive remarks about Japanese phonetics and children working in factories.

In response to Wilson’s recent comments, a Lululemon company spokesperson emphasized that Wilson does not represent the company’s views and that Lululemon has evolved significantly since his departure.

Since Wilson’s resignation, Lululemon has been working to overcome its reputation as exclusively targeting upper-middle-class white women through inclusive marketing and initiatives.