Damon Mcknight
Lorna Jane is an Australian activewear brand founded by Lorna Jane Clarkson, a British native who moved to Australia at the age of 11. Clarkson, an Australian fitness instructor and fashion designer, started designing activewear in 1986 because she was dissatisfied with the existing workout apparel options. The brand initially designed and manufactured its products in Australia, but later expanded its manufacturing to China due to a lack of sewers in Australia. Despite this expansion, Lorna Jane remains an iconic Australian brand, empowering women to pursue their dreams and live active lives.
| Characteristics | Values |
|---|---|
| Founder | Lorna Jane Clarkson |
| Founder's Nationality | Australian |
| Founder's Occupation | Fitness Instructor |
| Founder's Passion | Environmental Consciousness, Women's Health and Wellbeing |
| Founder's Awards | 14 RAQ Fashion Design Awards, BRW Award for Australia’s Most Outstanding Retailer of the Year, Marie Clare Award, Most Intriguing Entrepreneur Award |
| Founder's Books | 7 |
| Year Founded | 1986 |
| First Store | Brisbane, Australia |
| Number of Stores in 2012 | 50 |
| Number of Stores in 2015 | 146 in Australia, 42 in the US, and 54 in other countries |
| Current Number of Stores | More than 150 |
| Manufacturing Locations | Australia, China |
| Manufacturing Philosophy | Superior Conditions for Factory Workers |
| Product Range | Activewear, Sleepwear, Sports Bras, Leggings, Tops, Flares |
| Product Features | Heart-Shaped Bead, LJ Shield Exclusive Technology |
| Marketing | Monthly Releases in Limited Edition Quantities, "Essentials" Range |
| Criticism | False Claims about LJ Shield Technology, Body Shaming, Bullying |
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What You'll Learn
Lorna Jane Clarkson, the founder, is Australian
Lorna Jane Clarkson, the founder of the activewear brand Lorna Jane, is Australian. Clarkson was born in Britain and emigrated to Australia with her family when she was 11 years old. She started out as a fitness instructor in the early 1980s, dissatisfied with the lacklustre workout apparel on the market. With no formal training in garment production, she began designing her own activewear, using her favourite swimsuit to create a pattern out of newspaper and sewing her own outfits. Her students liked her style and began requesting that she make clothes for them, too.
Clarkson's innovative yet simple idea sparked a fashion revolution. She liberated the perception of women of the time to embrace activewear in their everyday lives, marking the start of a movement that would create the Activewear category as it's known today. She co-founded the first Lorna Jane store in 1990, in Brisbane, Australia, and the brand has since expanded to over 150 stores globally.
Clarkson is an iconic Australian entrepreneur, fashion designer, author and advocate for women's health and wellbeing. She has written several books and is highly influential in the health and wellness industry, with a passion for environmental consciousness and producing sustainable activewear. She has also been recognised for her business acumen, receiving numerous awards, including the BRW Award for Australia's Most Outstanding Retailer of the Year and the Marie Clare Award (reader's choice for best Activewear).
In addition to her success in the fashion industry, Clarkson has faced some challenges and controversies. In 2015, the company received public criticism over allegations of body shaming and bullying in the workplace. Separately, in 2020, the Australian Therapeutic Goods Association issued fines against the company for allegedly making false and misleading claims about its LJ Shield product, advertising it as a "cure" for the spread of COVID-19.
Despite these setbacks, Lorna Jane Clarkson has made a significant impact on the activewear industry and empowered women to live more active lives. Her story serves as an inspiration to entrepreneurs and designers worldwide.
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The brand was initially manufactured in Australia
Lorna Jane Clarkson is an iconic Australian entrepreneur, fashion designer, author, and advocate for women's health and wellbeing. She is credited with creating the Activewear category as we know it today. Dissatisfied with the lacklustre workout apparel in the market, she set out to redefine her gym wear.
Lorna Jane is an Australian brand of activewear for women, with the founder Clarkson being British but having emigrated to Australia at the age of 11. The brand was initially manufactured in Australia, but as the business grew, it reached a critical stage where it could not source enough sewers.
Clarkson worked with an Australian fabric supplier who offered to open a factory in China, and they have worked with them for the last 25 years. This allowed the brand to expand globally, with Clarkson stating that Lorna Jane is "different and has a brand identity," which has contributed to its worldwide success.
The brand now has more than 150 stores globally, spanning Australia, New Zealand, the US, Singapore, Malaysia, France, the UAE, and New Caledonia. Despite the expansion, Lorna Jane still prioritises sustainability and does not want to overproduce. The company prides itself on providing superior working conditions for its factory workers, with Clarkson expressing a preference for continuing to manufacture in Australia. However, the closure of Australian fabric mills and a lack of government support made this challenging.
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The brand is now manufactured in China
Lorna Jane is an Australian activewear brand founded by Lorna Jane Clarkson, a British native who emigrated to Australia at the age of 11. While the brand initially designed and manufactured its garments in Australia, it eventually encountered challenges in sourcing enough sewers to meet its production demands. As the business continued to expand, it reached a critical juncture and made the decision to relocate its manufacturing operations to China. This shift in production marked a significant turning point for the brand, enabling it to overcome the limitations it faced in Australia and propel itself onto the global stage.
The decision to move manufacturing to China was not made lightly, and Lorna Jane remains committed to providing superior working conditions for its factory workers overseas. The company takes pride in its ethical standards and claims that only a small number of workers do not return after the Chinese New Year, contrary to the higher rates of absenteeism typically seen in the region. This commitment to the welfare of their employees and their working environment is reflected in the nickname "Lorna Land," affectionately given to the factories by the workers themselves.
Lorna Jane's manufacturing process has undergone WRAP Gold Certification, demonstrating its adherence to ethical and responsible production practices. However, in 2016, the brand's lack of response to a survey conducted by Baptist World Aid Australia resulted in a "D" grade in the Ethical Fashion Guide. This incident prompted the company to emphasize its dedication to safeguarding the welfare of its employees and the environment in which they work. Despite the challenges of operating in a foreign country, Lorna Jane strives to uphold its values and ensure that its workplace code of conduct is upheld across all its manufacturing facilities.
While the brand has expanded internationally, with stores in New Zealand, the US, Singapore, Malaysia, France, the UAE, and New Caledonia, its roots remain firmly Australian. Clarkson herself has expressed a preference for continuing to manufacture in Australia, but the closure of local fabric mills and a perceived lack of government support for the industry presented significant obstacles. Despite this, Lorna Jane remains an iconic Australian brand, known for its unique identity and unwavering commitment to sustainability and ethical practices, wherever its manufacturing bases may be.
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The brand is committed to sustainability
Lorna Jane is an Australian activewear brand founded by Lorna Jane Clarkson, a British native who emigrated to Australia at the age of 11. Clarkson, an Australian fitness instructor, created the brand out of dissatisfaction with the lacklustre workout apparel in the market. She started designing her own activewear, using her favourite swimsuit as inspiration. Today, Lorna Jane has become a global phenomenon, with over 150 stores worldwide.
In addition to its sustainability efforts, Lorna Jane prioritises the empowerment of women. The brand's activewear designs aim to liberate women's perception of workout clothing and encourage them to embrace activewear in their everyday lives. Clarkson's vision for the brand was to change the way women lived their lives by offering functional and fashionable options that could take them from the gym to everyday activities. The brand's commitment to empowering women extends beyond its designs. Lorna Jane actively supports women's charities, with Women's Community Shelters as its key partner.
Lorna Jane also strives to create a positive and supportive work environment for its team. The brand believes that success starts from within, and it encourages and empowers its employees to be the best versions of themselves. This commitment to its team's well-being and development contributes to the brand's overall success and unique identity.
Furthermore, Lorna Jane prioritises innovation and technology in its products and systems. The brand releases monthly limited-edition collections and core "Essentials" ranges, ensuring its customers have access to the latest styles and high-quality activewear staples. Lorna Jane also plans to incorporate sports technology into its everyday wear, blurring the lines between fashion and functionality.
In conclusion, Lorna Jane's commitment to sustainability, women's empowerment, and innovation has been integral to its success and global recognition. The brand's dedication to ethical practices, support for women, and forward-thinking approach to activewear continue to shape its journey and impact in the industry.
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The brand has been criticised for false advertising
In December 2020, the Australian Competition and Consumer Commission (ACCC) initiated legal action against Lorna Jane in the Australian federal court over the false and misleading claims. In July 2021, a federal court judge found that Lorna Jane "represented to consumers that it had a reasonable scientific or technological basis" to make its claims when it had none. The company admitted that Clarkson authorised and approved the LJ Shield activewear promotional material and personally made some false statements in a press release and an Instagram video.
In addition to the false advertising claims, Lorna Jane has also received criticism over a job advertisement for a "receptionist/fit model" with specific physical characteristics. The company has also been criticised for its lack of larger sizes, with a Change.org petition started by Megan Sauer in July 2014 asking Lorna Jane to add larger sizes to its range. Despite these criticisms, Lorna Jane has maintained its position as a successful and influential activewear brand in Australia and globally.
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Frequently asked questions
Yes, Lorna Jane is an Australian brand founded by British-born Australian fashion designer, entrepreneur and author Lorna Jane Clarkson. The brand initially designed and manufactured its clothing in Australia.
Lorna Jane Clarkson is the founder of the Lorna Jane brand. She is a British native who emigrated to Australia with her family when she was 11 years old. She started out as a fitness instructor in the early '80s and began designing her own activewear because she was dissatisfied with the lacklustre workout apparel in the market.
Lorna Jane Clarkson wanted to change the way women lived their lives. She said, "I started designing activewear because I wanted to change the way women lived their lives, and I’ve seen first-hand how the simple act of putting your activewear on in the morning can change how you live your day, your week, and ultimately your life."
Lorna Jane has over 150 stores globally, including Australia, New Zealand, the US, Singapore, Malaysia, France, the UAE, and New Caledonia. In 2015, the brand had 146 stores in Australia, 42 in the United States, and 54 stockists in other countries.
