Lululemon got its three Ls from a language that has none.
Chip Wilson had sold Japanese buyers his skate brand’s name, Homeless, at a price he thought ridiculous. He figured the L, a sound Japanese lacks, read to them as North American. By his own telling, he stuffed his 1998 yoga label’s name with Ls — “I’m going to put three Ls in it and see if I can get three times as much.”
Lululemon on Brandseum