culture will brand you – whether you like it or not

A deep dive into the algorithmic takeover of brand identity.

Apr 14, 2025

There’s a song I heard the other day — loud, messy, ratchet in the best way. And in the middle of it: a Lululemon name-drop. Not the yoga-girlie version. Not the green juice, slow living, breathwork version. No — this was airport fits, travel nurse life and Atlanta gas station turned brunch energy.

And it hit me:

Lululemon doesn’t own its brand anymore. Culture does.

Once a symbol of intention, optimization, and brick and mortar fitness, Lululemon has been redefined — not by the company, but by the people wearing it. From yoga studios from Vancouver to TikTok’s “ratchet luxury” ecosystem, the brand has been repurposed in real time.

the algorithm did it

Lululemon didn’t run a campaign targeting travel nurses. It didn’t pitch the “ratchet luxury” aesthetic or court TikTok’s hood-girl canon. But that didn’t matter.

Because the culture chose it.

TikToks under hashtags like #LululemonIsGettingGhetto and #LululemonIsNowGhetto have gone viral — not because they tear the brand down, but because they show how far it’s traveled from its roots. The Align pants, the belt bags, the Define jacket, the headbands — they’ve become part of a new aesthetic language that’s less about mindfulness and more about mobility, flex, and functionality.

Even Reddit’s in on it: in a recent thread, users question whether the brand still feels aspirational — or if its mass adoption has diluted its identity.

And that’s the real question brands everywhere are facing in 2025:

When culture runs off with your image, do you chase it — or catch up?

you don’t own your image — people do

A 2020 study in the Journal of Consumer Research explored this exact dynamic: once a brand enters the culture, it becomes a shared asset. Its meaning gets reshaped through what researchers call “market-mediated cultural performances” — aka, regular people posting, styling, flexing, and storytelling with your product in ways you can’t control (and usually didn’t approve).

That’s how Timberland ended up in Biggie lyrics. How Carhartt landed on Paris Fashion Week runways. How Stanley Cups became status symbols for suburban moms.

You don’t always get to choose your audience. Sometimes, your audience chooses you — and then tells a different story with your product.

when the culture takes the wheel

So what do you do when culture takes your brand somewhere unexpected? You don’t panic. You pay attention.

First, acknowledge what’s actually happening. Who’s wearing your product? Who’s talking about it? Who’s making it feel relevant in 2025? You won’t find that in a brand tracker — you’ll find it on TikTok, in memes, on Reddit, in group chats. Scroll like your job depends on it. Because honestly, it kind of does.

Then, accept that this new direction might not look like your original plan. And that’s okay. Cultural growth rarely feels clean. It feels messy, emotional, even uncomfortable. That doesn’t mean it’s wrong — it means it’s real. If the shift scares you a little, you’re probably close to something important.

Next, align — but don’t make it weird. Don’t force your way into the narrative. Show up with humility. Work with the people who already shaped the moment. If you weren’t invited to the cookout, at least show up with food, not a camera crew.

From there, amplify without co-opting. That means elevating the voices and stories already carrying your brand forward. Pass the mic. Don’t edit the vibe out. Don't flatten it for comfort. Let it live.

Finally, adapt. If culture has given your product new meaning — believe it. Rethink your language, your product design, your rollout strategy. If your hoodie became a status symbol in the hood, maybe that’s not a crisis. Maybe that’s clarity.

Because sometimes, the rebrand you didn’t plan is the one that finally lands.

so what should lulu do?

Show up and lean in.

Not to steer the narrative, but to understand it. If culture is carrying your brand, pay attention.

Your belt bag’s a hood staple now. Cardi B’s daughter is wearing your hoodie. TikTok has filed you under “ratchet cozy.” That’s the brand. Whether you planned it or not.

You don’t have to love it. But ignoring it isn’t an option.

In 2025, brands don’t shape culture — they get shaped by it. Be grateful if you're still part of the conversation.