What is the story behind everyone's obsession with Lululemon's

The ‘story of Align’ is said to have much to do with the buttery-soft feel of the brand’s proprietary Nulu fabric, resulting in activewear with a legion of devoted fans who can be seen wearing it everywhere.
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This is the unabashed confession of a Lululemon addict. However, it took some convincing before I became a stan of the wellness and athleisure brand. Its price point was my biggest gripe. As a semi-regular practitioner of yoga and Pilates, I simply could not understand why a pair of workout pants – the brand’s most popular Align pants, to be specific – had to cost me upwards of HK$880 (US$112).