So luxury yoga store Lululemon is launching a limited edition craft beer, because apparently you didn't feel like enough of a "conscientious consumer" parody already.
Aptly dubbed "Curiosity Lager" (mostly because we're still trying to wrap our heads around this), it apparently contains chinook and lemon drop hops for a chilled out, medium-light mouthfeel that'll bring you one step closer to enlightenment.
A likely marketing ploy for their Lululemon Men's collection (because girls don't drink beer?), the fact that they'd co-sign a calorific product that's known for its gut-giving abilities is a weird one seeing as how they've happily become a brand synonymous with catering to a very particular type of person -- namely the thin and affluent. After all, what else do you expect from a place with a body-shaming ex-CEO, severely overpriced sweats and now fucking "craft beer." The last thing I need is to see some classically-attractive white couple doing a perfect, GMO-free keg stand as I struggle to keep my knee pudge straight. UGH.
And of course, it's debuting at a punny half-marathon/festivalin Vancouvercalled Seawheeze.
[h/t Huffington Post]