The organisers of the Vancouver 2010 Winter Olympics have lashed out on a clothing range launched by yogawear firm Lululemon Athletica called "Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition".

The Vancouver Organising Committee for the 2010 Olympic and Paralympic Winter Games (VANOC) told just-style in an emailed statement that the Canadian company stands to cash in despite not being an official licensee of the event.

Bill Cooper, director, commercial rights management at VANOC said: "We expected better sportsmanship from a local Canadian company than to produce a clothing line that attempts to profit from the Games but doesn't support the Games or the success of the Canadian Olympic team.

"Canadians have already demonstrated they understand that "buying real" merchandise at the Hudson's Bay Company and from numerous Canadian licensees across the country is the best way they can show their support for Canadian athletes.

"Funds generated from the sale of officially licensed merchandise - including the hugely popular red mittens - goes directly towards the success of the Canadian Olympic Team and the successful staging of the Games."

In response, Lululemon has issued the following statement: "Lululemon has always supported athletes at all levels. We will continue our support of both local and world-class athletes in our hometown of Vancouver, across Canada, and in communities around the world throughout this coming year and in the years ahead."