Lyla Lindsey
Aje is an Australian fashion label founded by best friends Adrian Norris and Edwina Forrest in 2008. The brand is known for its unique design details, from hand-cast hardware to intricate beading and its signature use of volume and proportion. With a focus on bridging the gap between beach and city styles, Aje has expanded from one store in Noosa, Queensland, to over 20 stores across Australia and an international presence in New Zealand and beyond. While Aje's main collection features florals, its new affordable Gen Z-targeted line, Aje Studio, showcases bright animal prints and summer-weight denim dresses.
| Characteristics | Values |
|---|---|
| Country of origin | Australia |
| Founders | Edwina Forest, Adrian Norris |
| Year founded | 2008 |
| Headquarters | Surry Hills, Sydney |
| Retail presence in Australia | Over 20 stores |
| International presence | 1 store in New Zealand, retail presence in the USA, UK, Asia |
| Manufacturing locations | 34 facilities across China, India, Indonesia, and Australia |
| Style | Effortless, statement pieces, colourful, voluminous |
| Target market | Gen Z, price-conscious customers |
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What You'll Learn
Aje is an Australian fashion retailer
Aje is renowned for its unique design details, from hand-cast hardware to intricate beading and tactile finishes. The brand's trademark aesthetic and collections are heavily influenced by its Australian roots, with a focus on strength, freedom, and adventure. The designs are often described as embodying a sense of laid-back elegance, with voluminous and colourful styles that can be dressed up or down.
The business began as a wholesale company with an international agency but changed its business model in 2012 to become a fully Australian vertical retail business. Aje has since expanded its retail presence, growing from one store in Noosa, Queensland, to over 20 stores across Australia, including an online platform called Aje World. The brand also has a physical store in New Zealand and a presence in international wholesale markets.
Aje has experienced steady growth in the international market and has collaborated with high-end international retailers such as Nordstrom, Moda Operandi, and Harvey Nichols. To meet the demands of global expansion, Aje utilised a A$350,000 Small Business Export Loan from Export Finance Australia to ensure uninterrupted cash flow and fulfil export orders. This financial support has helped Aje strengthen relationships with buyers and reach new customers worldwide.
Aje continues to evolve its designs while honouring its brand heritage. The label launched Aje Studio in 2024, a more affordable range targeting Gen Z customers, showcasing the brand's ability to adapt to market demands and trends.
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Aje's unique design details
Aje is an Australian fashion brand that was founded in 2008 by best friends Adrian Norris and Edwina Forest. The brand is known for its unique design details, which include a mix of handcrafted heritage and modern innovations. Here are some of the unique design details that Aje is renowned for:
Hand-cast hardware and contrast stitching
Aje clothing often features hand-cast hardware and contrast stitching, which add a unique and luxurious touch to the garments. These details are carefully crafted and curated, reflecting the brand's attention to detail and commitment to quality.
Intricate beading and tactile finishes
The brand's designs often incorporate intricate beading and tactile finishes, creating a sensory experience for the wearer. These elements add texture and dimension to the clothing, enhancing the overall aesthetic and elevating the garments to works of art.
Painted prints and natural fabrications
Aje's designs are known for their painted prints, which are created using a range of techniques, including watercolour and acrylic on canvas. These prints are then translated into digital form, allowing for precise and consistent reproduction. The brand also prioritises the use of natural fabrics, ensuring that the garments are not only aesthetically pleasing but also comfortable and breathable.
Signature silhouettes and tailoring
Aje's dresses are particularly renowned, with signature elements such as cascading ruffles, balloon sleeves, and cut-out details. The brand's dresses are designed to flatter the female form, with pleat details that sculpt along the body's curves. Aje also offers a range of tailored fits in feminine silhouettes, blending elegance and sophistication with a modern edge.
Coastal and urban style fusion
Aje was born out of the founders' desire to create a versatile fashion house that blended coastal and urban styles. The brand's designs reflect this fusion, offering a curated mix of effortless essentials and statement pieces that can be worn from the beach to the city. This duality is at the heart of Aje's aesthetic, balancing toughness with femininity and untamed volume with structure.
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Aje's expansion and international growth
Aje is an Australian fashion label specialising in ready-to-wear clothing, footwear, accessories, and statement pieces. The brand was founded in 2008 by best friends Adrian Norris and Edwina Forrest, who first met in 2006. The pair wanted to bridge the gap between beach and city styles, creating a unique design code that reflected the Australian landscape and lifestyle.
Aje has experienced steady growth and international expansion over the years. In 2012, the business model shifted from a wholesale business with an international agency to a fully Australian vertical retail business. This move allowed Aje to strengthen its retail presence in Australia, growing from one store in Noosa, Queensland, to over 20 stores across the country, including an online platform, Aje World.
To support its international expansion, Aje received a A$350,000 Small Business Export Loan from Export Finance Australia. This financial backing helped Aje fulfil international purchase orders, strengthen relationships with buyers, and reach new customers in the USA, UK, and Asia.
Aje's international wholesale business has also gained traction, with high-end international retailers like Nordstrom, Moda Operandi, and Harvey Nichols stocking its range. The brand has maintained its unique aesthetic and design philosophy while adapting to the needs of a global market.
Aje continues to expand its retail footprint, with a bricks-and-mortar store in New Zealand and plans for further international growth. The launch of Aje Studio, a more affordable range targeted at Gen Z customers, showcases the brand's ability to adapt and evolve while staying true to its roots. Aje Studio will be manufactured in the same factories as the main collection, spanning 34 facilities across China, India, Indonesia, and Australia.
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Aje's affordable range
Aje, the Australian fashion label founded by Edwina Forest and Adrian Norris, has launched a new affordable range called Aje Studio. The range is targeted at Gen Z customers and features bright animal prints and summer-weight denim dresses, with prices ranging from $49 to $399. Aje Studio was created with the understanding that the younger generation is more price-conscious and may not be able to afford Aje's essential pieces, which tend to be expensive.
The new range offers beautiful, simple pieces with very Aje-like features. It is manufactured by the same factories as the main collection, with the business using 34 facilities across China, India, Indonesia, and Australia. Aje Studio will be stocked in Aje World, as part of a retail reshuffle that combines the main collection, denim range, and Aje Athletica stores.
Aje Studio has been well-received, with some customers expressing their excitement and hope that other Australian fashion companies will follow suit with more competitive pricing. The collection features a variety of materials, including linen/cotton blends and recycled leather bags, with prices ranging from $130 to $250.
In addition to Aje Studio, Aje also offers various ways for customers to save money on their purchases. They have a sale section on their website that is available year-round, featuring some of the lowest prices on Aje items. Customers can also sign up for Aje's mailing list to receive promotional codes and be the first to know about upcoming offers. Additionally, Aje offers free express shipping within Australia on all orders over $200.
Aje also frequently provides discount codes and promotions, such as 10% off for new customers or during specific months, and free delivery on orders over $300. These offers are available on a wide range of products, including dresses, denim items, tees, knitwear, jackets, and coats.
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Aje's trademark aesthetic
Aje is an Australian fashion house known for its unique design details, from hand-cast hardware to intricate beading and tactile finishes. The brand's trademark aesthetic strikes a balance between dressing up and down, embodying Australia's laid-back elegance with a touch of joyful sophistication.
Aje's designs are characterised by their statement, colourful, and voluminous silhouettes, reflecting the brand's signature use of volume and proportion. The collections often feature flowy dresses with puff sleeves and workwear-inspired separates, capturing the essence of Australia's beach and city lifestyles.
The design process at Aje is a labour of love, starting with intricate sketching. The Aje Design Studio handcrafts ornate toiles for review before the final pieces are meticulously crafted. The brand's dedication to artisanal techniques and craftsmanship is evident in the hand-painted prints, natural fabrications, and raw-edged finishes that form the soul of each seasonal collection.
Aje's latest endeavour, Aje Studio, showcases the brand's ability to adapt to the needs of its customers. By creating an affordable diffusion line, Aje Studio captures the essence of Aje with simple pieces that bear the brand's signature joyful and playful spirit.
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Frequently asked questions
Yes, Aje is an Australian fashion label founded by Adrian Norris and Edwina Forest in 2008. The brand has over 20 physical stores across Australia, including an online platform, Aje World.
Aje is known for its statement, colourful and voluminous pieces that epitomise Australia's laidback elegance. The brand is dedicated to creating coastal and urban styles with quality design and craftsmanship.
Aje products are available in their physical stores across Australia and their online platform, Aje World. They are also stocked in high-end international retailers like Nordstrom, Moda Operandi, and Harvey Nichols.
