It seems anti-ball crushing pants were just the start of Lululemon’s campaign to appeal to male shoppers, with the athleisure company’s CEO saying he wants 40% of the brand’s sales to come from men someday.

CEO Laurent Potdevin says that with the help of an expansion into menswear overseas, the chain could eventually have almost half its shoppers be men, Bloomberg reports. Right now about 80% of the retailer’s customers are female, he added.

It’ll be easy, Potdevin says, once male customers get over the idea that Lululemon apparel is only for women and try the clothing for themselves. Hey, men can wear yoga pants, too!

The ABC pants helped with that earlier last quarter, Lululemon said earlier this month: same-store sales for ithe men’s category went up by 1% in the mid-teens during that time.

“Our men’s business is certainly a billion-dollar franchise,” said Potdevin. “There is plenty of room for us to grow.”

Lululemon Looks to Get 40% of Sales From Men as Chain Expands [Bloomberg]

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