Pedestrians walk past a Lululemon Athletica store in New York.
Photograph by Lucas Jackson — Reuters
By Ben Geier
March 26, 2015

Athletic apparel company Lululemon is successfully tapping into the menswear market with pants they say feature “ABC technology” — short for “anti-ball crushing.”

Bloomberg reports the $128 male-friendly pants helped Lululemon post a 16% in same-store sales last quarter for menswear as part of a larger strategy for capturing a slice of what is believes is a $1 billion men’s clothing market.

Yoga-loving men worldwide are surely thankful.

Lululemon reported earnings of $0.78 per share and $602 million in revenue Thursday, beating expectations. Comparable-store sales jumped 8%, Fortune’s John Kell noted.


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