While many CEOs are shouting about their increased efforts to ramp up diversity across their business one founder is promoting the exact opposite.

Lululemon’s billionaire founder Chip Wilson insists that exclusivity trumps inclusivity while blasting the posh leggings company he stepped down from 10 years ago.

“They’re trying to become like the Gap, everything to everybody,” Wilson, who has an estimated net worth of $8.7 billion, said in an interview with Forbes.

“And I think the definition of a brand is that you’re not everything to everybody… You’ve got to be clear that you don’t want certain customers coming in.”