Already a household name in the sunny land Down Under – where beach bodies and wellness are practically served up alongside breakfast bowls – Australian activewear sensation Lorna Jane is launching its UK website this month.
It was, in fact, founder Lorna Jane Clarkson herself who coined the term ‘activewear.’ “I called it Activewear because I just wanted [women] to put it on and BE ACTIVE,” she explains on her site. As a fitness instructor, she wanted to create clothes that could be worn effortlessly from the gym to the street, making it easier for women to fit physical activity into their busy schedules. Not just a brand, but a movement, with the mission to empower women to realise their potential with the mantra ‘Move, Nourish, Believe,’ Lorna Jane was established in 1989.
Almost 35 years later, the company is still independent and family-run, with each piece in every range tested on real women to ensure fit and function across a range of activities – and, of course, each piece is designed with style, as well as performance, in mind, with Lorna Jane’s original vision evolving into what she calls ‘Women’s Technical Fashion.’
Sustainability is, of course, woven through the brand’s ethos, with an awareness that promoting healthy living can’t be achieved without promoting a healthy planet. With a mission to ‘minimise … impact on the planet and maximise … positive impact on humanity,’ Lorna Jane works hard to phase out single-use plastics; to develop recycled fabrics and to source reusable and sustainable materials, as well as to use soy-based inks, water-based varnish and chlorine-free, FSC and ISO-certified pulps. Their long-term partnership with a WRAP (Worldwide Responsible Accredited Production) certified manufacturer further boosts their eco-credentials. The result? You can look good, feel good and do good.
Encouraging customers to eschew fast fashion, Lorna Jane has also launched a ‘Buy Better, Not More’ campaign, reducing their monthly collections to 40 new styles, offered alongside their timeless Essentials range. Previously only available in a selection of department stores in the UK, you’ll soon be able to head to lornajane.co.uk to browse sports bras, tops, tanks, leggings, shorts, swimwear, and accessories, with prices ranging from £8 to £63.
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