Diversity? Frankly, some women are just too fat to wear leggings, says founder Lululemon

It likes to differentiate itself from other sports brands and cultivates a following among trendy, affluent yoga enthusiasts.

But Lululemon must now distance itself from one of its own – after its late founder criticized the brand for pursuing “diversity and inclusivity” over exclusivity.

Chip Wilson, who resigned as CEO nine years ago after making controversial comments about the way the leggings became see-through, suggested some women were too fat for the clothes.

Lululemon immediately distanced itself from Mr Wilson's latest comments, saying he had not been involved with the company since his departure – and emphasizing that it prided itself on being diverse.

Mr Wilson, who still owns millions of pounds worth of Lululemon shares, said the company's new focus meant it was not doing enough to differentiate itself from fashion brands such as Gap.

Lululemon likes to differentiate itself from other athletic brands and cultivate a following among trendy, affluent yoga enthusiasts

Lululemon immediately distanced itself from Mr Wilson's latest comments, saying he had not been involved with the company since his departure – and emphasizing that it prided itself on being diverse.

He said in a Forbes profile: “I think with this whole diversity and inclusion thing, they're trying to become like The Gap, everything for everyone.

“And I think the definition of a brand is that you're not all things to all people… You have to be clear that you don't want certain customers coming in.”

He also claimed that company executives were “afraid” of bad press coverage and lived in fear of backlash.

Speaking about his own time leading the fitness clothing giant – when sizes didn't go above the US size 12 – he said he didn't want people who “drank Coke and Pepsi or ate McDonald's” wearing Lululemon.

Billionaire Wilson, 68, launched the company in 1998 but resigned from the board in 2015 after blaming overweight female customers for the leggings being see-through and damaging its image.

Despite Wilson's criticism, Lululemon shares are still up nearly 60 percent in the past year.

In 2013, he apologized for suggesting that women's thick thighs were responsible for pilling the company's yoga pants.

The company had to recall 17 percent of its black yoga pants that year.

Wilson upset customers during the interview when he blamed women's bodies for why the product was previously recalled for being too pure.

Speaking about how some customers complained about the pilling of the trouser fabric, Mr Wilson continued: 'It's really about the rubbing through the thighs, how much pressure there is over a period of time and how often they use it.'

The founder's comments caused Bloomberg TV host Trish Regan to interject and ask, “Interesting, can't every woman wear Lululemon yoga pants?”

Mr Wilson replied: 'No, I think we can. I guess it just depends on how you use it.”

After that incident, he agreed to step down as chairman, but remained a board member.

Just a few years later, he stepped down from the company's board of directors in 2015.

A company spokesperson said: “Lululemon is committed to creating and fostering an inclusive, diverse and welcoming environment.”