The founder of clothing outlet Lululemon has spoken out against the company’s focus on diversity, arguing that the brand should not be “everything to everybody.”

Chip Wilson, who founded the popular exercise clothing chain and is still a majority shareholder in it, was asked in a recent interview about what he thought was the biggest opportunity for the brand. Wilson, who left the company’s position on the board of directors in 2015, suggested that Lululemon ought to take a risk and become “a brand that people want.”

“I think through this whole diversity and inclusion thing that they’ve become, trying to become like the Gap, everything to everybody,” Wilson said in his interview with Forbes. “And I think the definition of a brand is that you’re not everything to everybody.”