Chip’s view: the recent past, present and future of athletic apparel

This rambling, somewhat self-serving and occasionally vindictive take on the state of the athletic apparel industry by Lululemon Athletica founder Chip Wilson nonetheless contains a wealth of insights into not just this business but any business. Rule 1 for profitability? Vertical integration. Capture every dollar of margin all along the value chain.

Despite the traits that led to his ouster from Lululemon management and governance, Wilson has demonstrated time and again a knack for seeing the future ahead of everyone else. So what does he see over the horizon? “I believe the future of apparel will be a single stretch, form-fitting Star Trek outfit (like Olympic athletes) which, due to 3D food printing technology, will fit everyone perfectly. I will own only one garment and I will wear it every day for 18 hours a day,” he writes.

Makes us wonder what he’s wearing the other six…