Australia: Lorna Jane launches its updated ‘active essential’ range, aiming for 85% of black and white apparel to contain recycled fibres by year-end. CEO Anna Fowler emphasises the importance of sustainable practices amidst growing consumer demand, particularly from Gen Z for responsible fashion choices.
Lorna Jane, the prominent Australian activewear brand, is making significant strides in sustainability with the launch of its updated ‘active essential’ range. The company has set an ambitious objective: to ensure that all black and white apparel within the range contains recycled fibres. By the end of the year, Lorna Jane aims to have 85 per cent of its active essentials featuring these environmentally friendly materials.
Anna Fowler, the CEO of Lorna Jane, has underscored the importance of integrating large-scale sustainability initiatives into its product lines for the benefit of the brand, consumers, and the environment. “At Lorna Jane, innovation has always been at the core of what we do – from pioneering activewear in Australia to continuously evolving our approach to responsible manufacturing,” Fowler stated in an interview with Inside Retail. She highlighted the company’s commitment to designing high-performance activewear that meets both functional and ethical standards as consumer expectations shift.
Research conducted by RMIT indicates that a significant portion of the Australian Gen Z demographic is increasingly conscious of sustainability. The study found that these younger consumers are willing to spend more on brands that have a positive impact on society, with 58 percent of Gen Z seeking sustainably sourced products. Responding to this trend, Fowler noted, “Gen Z is highly engaged in sustainability and expects brands to be transparent about their social and environmental impact.” This has prompted Lorna Jane to evolve its fabric offerings and design aesthetics while staying true to the brand’s identity.
To aid customer understanding of its recycling initiatives, Lorna Jane has simplified information dissemination through garment tags that detail recycled content and certifications, in addition to providing in-store education about the benefits of using lower-impact materials. By incorporating recycled fibres, ethical sourcing, and strategies aimed at carbon reduction within its manufacturing processes, Lorna Jane is positioning itself for a transition towards a circular fashion economy.
The broader Environmental, Social, and Governance (ESG) strategy of Lorna Jane seeks to drive meaningful change across its supply chain and the industry as a whole. Fowler shared that the framework prioritises ethical labour practices, responsible material sourcing, and a commitment to circularity, fostering a sense of shared responsibility between the brand and its community.
In terms of customer demographics, Fowler asserted that Lorna Jane has always appealed to a diverse age range, from women in their early 20s to long-term loyal customers. She indicated that there has been an increased engagement from younger consumers who appreciate the blend of fashion-forward activewear, technical innovation, and versatility within the brand, while more mature customers continue to evolve alongside it.
Recent financial reports by the Australian Financial Review revealed that Lorna Jane has doubled its annual profit to $21.3 million, a marked increase from the $11.6 million recorded the previous year. Fowler commented on the changing landscape of consumer expectations, stating, “Today’s active women seek more than just great activewear – they want experiences, community, and brands that align with their lifestyle.”
As part of its efforts to foster a closer connection with its consumers, Lorna Jane is integrating responsible innovation, digital engagement, and community-driven experiences. Initiatives such as International Activewear Day and the brand’s collaboration with Parkrun, an international grassroots running organisation operating in Australia and New Zealand, are designed to strengthen the bond between the brand and its customers.
Fowler concluded by expressing confidence in Lorna Jane’s future: “By continuing to inspire confidence and an active mindset, we ensure that Lorna Jane remains the go-to activewear brand for the next generation.” This commitment to innovation, sustainability, and community connection positions Lorna Jane as a leader in the evolving activewear market.
Source: Noah Wire Services
