TODAY | March 20, 2013
>>> a recall of popular yoga pants from the. lululemon after customers complained about, shall we say the coverage of those --
>> very well put.
>> nbc's mara schiavocampo has the story. we're all waited with bates ears here.
>> some customers noticed their workouts are looking more like a peep show saying lululemon 's pants are see-through, leaving little to the imagination. lululemon , it's the fitness gear company adored by yoga enthusiasts around the country.
>> they're comfortable. they're attractive.
>> they look great and feels great.
>> reporter: but in the last few weeks some customers started noticing thing their beloved yoga pants are falling short with bottoms overly sheer to the point of being see-through.
>> i want to have full coverage in confidence when doing my positions.
>> reporter: this weekend the canadian company announced they were pulling all of the affected black pants from their stores and websites, costing them 17% of their women's bottoms saying the ingredients, weight and longevity remain the same but the coverage does not resulting in a level of sheerness that fall short of our very high standards . the billion-dollar company is offer customers a full refund a move that could cost them $20 million for the first quarter of the year.
>> every brand regardless of who they are has to make sure the quality part they turn out is not affected.
>> reporter: lululemon haven't figured out exactly what happened but are looking into it. others are looking at the lighter side, the transparency trouble attracting tons of attention on social media . one woman tweeting "maybe now the gym can return to pg" the man responded to the recall simply saying "please don't."
>> the customer who might have held the pants up to the light, wouldn't have, will be doing that now.
>> the company says they're working with the supplier to replace the pants as quickly as possible, but they admit for the near term there will be a shortage of styles so at least they're being transparent about the problem.
>> oh, mara.
>> very good.
>> for expert analysis we turn to hoda kotb . these are your favorite pants.
>> i live in lululemons. nothing makes you look thinner. they're kind of pricey. i have a question. when you're wearing them if you have the sheer ones on can you see right when you look down?
>> we did hear from one woman who noticed herself in the mirror once during a class and she was shocked and appalled. apparently some people have been noticing it on themselves but unless you know to look for it you assume you're covered.
>> like you're wearing a depress and think it's great and stand out in the sun and you can see through it.
>> the company is doing everything