Lorna Jane: Active Living
Lorna Jane's mission is to inspire you to live a life you love, through "Active Living." Lorna Jane Clarkson, a fitness instructor in Brisbane, Australia, was frustrated with the dull and unflattering workout fashion of that era. As a result, Lorna Jane had the desire to create workout clothes that could also be worn when you're not working out. It all started from deconstructing her favourite swimsuit to discover how it was made, then the high demand from Lorna’s aerobics students had led to the establishment of the "Lorna Jane" brand, in 1989.
A lot of you may be wondering what the meaning is behind the synonymous logo. The singular skewed square is a ligature of the founders' initials, 'LJ'. Together the trio of squares represents the daily practice of "Move. Nourish. Believe," which is the mantra Lorna Jane stands by. Meaning, you should move your body every day, nourish from the inside out and believe that anything is possible!
'Lorna Jane's' ethos is that "activewear should look good, feel great and be designed for how life is really lived – busy, flowing, and always in motion."
The concept of the brand revolves around tailoring activewear that can be worn for movement throughout everyday activities and not just limited to sport. There's nothing more exciting than versatility, knowing that you can wear your favourite leggings to the office as well as to yoga! Lorna Jane believes that "your wardrobe is like your life," and it embraces the investing in good quality clothing that can be worn again and again. Lorna Jane wants consumers to choose to buy quality over quantity, which will force the fashion industry to make less and successfully reduce the negative impacts that fashion production can have on our planet.
Written by Giovanna Scozzari