Lorna Jane

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Lorna Jane is an Australian women's activewear brand founded by fitness instructor and designer Lorna Jane Clarkson.

Last updated November 4, 2026

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Overview

Lorna Jane is an Australian women's activewear brand headquartered in Brisbane, Queensland. Founded in 1989 by aerobics instructor Lorna Jane Clarkson and her husband, Bill Clarkson, the business grew from garments Clarkson made for herself and her students into one of Australia's best-known specialist women's sportswear retailers. The founders opened the first Lorna Jane store in Brisbane's central business district in 1990. The brand's proposition combines technical sportswear with fashion, lifestyle and everyday versatility. Its assortment includes leggings, sports bras, tops, shorts, pants, jackets, hoodies, shoes and accessories. Rather than treating activewear as clothing reserved for particular sporting occasions, Lorna Jane presents it as part of a broader active lifestyle and an everyday women's wardrobe. The company has been associated with the development of activewear as a distinct mainstream fashion category in Australia, while Clarkson has promoted a wider philosophy built around movement, nourishment and personal wellbeing. During the 1990s the business expanded through Queensland and subsequently across Australia. In 2000, the founders sold their family home to help acquire a larger property in Fortitude Valley, a move that supported further self-funded expansion. Private equity firm CHAMP Ventures acquired a 40 percent interest in April 2010, helping finance national and international growth. Lorna Jane opened its first United States store in Malibu in 2012 and reached a reported 9.4 percent share of the Australian athletic-clothing market in 2013. The company later considered an initial public offering and entertained approaches from potential corporate and private-equity buyers, but neither a float nor a sale was completed. In March 2020, the Clarkson family reacquired CHAMP Ventures' 40 percent stake for AU$28 million. The transaction returned the business to full family ownership and reinforced the founders' preference for privately funded, operationally controlled growth. The company subsequently rationalised its international footprint, including winding down its United States operations during and after the COVID-19 period, while concentrating on Australia, New Zealand and selected Southeast Asian markets. By 2025, it operated 116 stores across Australia and New Zealand, supported by wholesale distribution through Rebel Sport and online retail through The Iconic. Products are released through frequent collections, alongside a continuing Essentials range. The Lotus legging is one of the brand's best-known products and is offered in multiple lengths and silhouettes using the Nothing 2 See Here fabric. Other reported strong performers include the Thermal Legging and the All Day Active Mid Rise Pant. The Amy Phone Pocket Tech Ankle Biter Legging incorporates Active Core Stability construction and two phone pockets and is covered by the brand's Advantage Plus+ quality-assurance program. Sustainability, ethical sourcing and circularity have become increasingly prominent in the company's public positioning. Lorna Jane consolidated its environmental and social initiatives under the We Are Citizens framework in 2024 and became a foundation member of Seamless, Australia's national clothing-product stewardship scheme, in 2023. In 2025 it launched a company-operated pre-loved resale marketplace. Oxfam Australia also reported that the brand had completed wage-gap analysis, implemented back pay and achieved payment of a living wage for workers at its principal manufacturing partner, making it the first brand in Oxfam's What She Makes campaign to reach that milestone. The company has also participated in community and women's-workforce initiatives, including partnerships with parkrun Australia and New Zealand and Encoreship. Anna Fowler has served as chief executive officer since early 2023, while Clarkson remains chief creative officer. The brand continues to be identified closely with its founder and with an Australian interpretation of women's activewear that combines performance, fashion, lifestyle and wellness.

History

Lorna Jane Clarkson began making workout garments while working as an aerobics instructor in Queensland during the 1980s. Dissatisfied with the fit, function and appearance of available exercise clothing, she started sewing pieces for her own use. Requests from students led to a small informal business with her husband, Bill Clarkson. The company dates its foundation to 1989, and the first Lorna Jane retail store opened in Brisbane's central business district in 1990. The business expanded across Queensland during the 1990s and outgrew its early premises. In 2000, the founders sold their family home to help purchase a larger Fortitude Valley property for AU$465,000. The property became an important base for expansion and was later reported to have appreciated substantially. Clarkson has described the period as formative for the company's preference for disciplined, self-funded growth. In April 2010, CHAMP Ventures acquired a 40 percent stake. The investment supported the move from a predominantly Queensland business to a national and international retailer. The company opened its first United States store in Malibu in March 2012 and was reported to hold 9.4 percent of Australia's athletic-clothing market in 2013. During this expansion period, the brand developed a reputation for combining performance fabrics and construction with coordinated, fashion-oriented collections aimed specifically at women. The company considered a public listing in 2014 at a reported target valuation of AU$500 million, but the proposed initial public offering did not proceed. A subsequent sale process attracted interest from more than 40 potential buyers, including Under Armour, Foot Locker and Permira, but the founders withdrew. A further sale exploration around 2019 also ended without completion. In March 2020, the Clarksons bought CHAMP Ventures' 40 percent stake for AU$28 million. The transaction returned the company to full family ownership. The business then streamlined its store network and reduced its international exposure, including the closure or winding down of its United States operations during and after the COVID-19 disruption. Its focus shifted toward Australia, New Zealand and selected Southeast Asian markets. By 2025, the company reported 116 stores in Australia and New Zealand, including 11 in New Zealand, along with wholesale distribution through Rebel Sport and online sales through The Iconic. Product development has remained central to the brand's identity. Lorna Jane releases collections frequently while maintaining a year-round Essentials range. The Lotus legging became a signature product, offered in several lengths and silhouettes. Later reported best sellers included the Thermal Legging and All Day Active Mid Rise Pant. The company also developed products such as the Amy Phone Pocket Tech Ankle Biter Legging, incorporating Active Core Stability construction and dedicated phone storage. Environmental and social initiatives have become more prominent in the 2020s. Lorna Jane became a foundation member of Seamless in 2023, joining Australia's national clothing-product stewardship scheme. In 2024, it grouped its environmental, social and governance work under the We Are Citizens framework. It also joined community initiatives, including a two-year parkrun partnership covering Australia and New Zealand and participation in Encoreship, a program supporting women returning to employment after career breaks. In April 2025, the company launched a resale marketplace for pre-owned products. The same year, Oxfam Australia reported that Lorna Jane had completed a wage-gap assessment, provided back pay and achieved living-wage payment for workers at its principal manufacturing partner. This was presented as a milestone in the What She Makes campaign. The brand's current public identity therefore combines its original performance-fashion proposition with supply-chain responsibility, product circularity, women's participation and wellness. Anna Fowler became chief executive officer in early 2023 after joining the company in 2007 and serving in operational leadership roles. Clarkson remains chief creative officer, and the Clarkson family continues to own the business. In September 2025, Clarkson also acquired the SOMA wellness retreat in the Byron Bay hinterland, indicating a wider extension of the founder's wellness-oriented brand interests beyond apparel.

2025
Pre-loved marketplace launched
[1]Lorna Janeen.wikipedia.org
The brand launched a company-operated resale marketplace for used products.
2025
Living-wage milestone reported
[2]Oxfam Australia: What She Makesoxfam.org.au
Oxfam Australia reported that the brand had achieved living-wage payment for workers at its principal manufacturing partner.
2024
We Are Citizens framework introduced
[1]Lorna Janeen.wikipedia.org
The company consolidated its environmental, social and governance activity under the We Are Citizens framework.
2023
Joined Seamless
[1]Lorna Janeen.wikipedia.org
Lorna Jane became one of the foundation members of Australia's national clothing-product stewardship scheme.
2023
New chief executive
[1]Lorna Janeen.wikipedia.org
Anna Fowler was appointed chief executive officer.
2020
Family ownership restored
[1]Lorna Janeen.wikipedia.org
The Clarkson family bought back CHAMP Ventures' stake and became the sole owner of the business.
2012
First United States store
[1]Lorna Janeen.wikipedia.org
The brand opened its first US store in Malibu, California.
2010
CHAMP Ventures acquires minority stake
[1]Lorna Janeen.wikipedia.org
CHAMP Ventures acquired a 40 percent interest to support national and international expansion.
2000
Expansion into Fortitude Valley
[1]Lorna Janeen.wikipedia.org
The founders acquired a larger Fortitude Valley property to support the growing business.
1990
First retail store opens
[1]Lorna Janeen.wikipedia.org
The first Lorna Jane store opened at Broadway on the Mall in Brisbane's central business district.
1989
Business founded
[1]Lorna Janeen.wikipedia.org
Lorna Jane Clarkson and Bill Clarkson founded the business in Queensland after Clarkson began making activewear for herself and her aerobics students.

Products and positioning

A women-focused activewear and lifestyle brand positioned around technical performance, everyday versatility, fashion-conscious design, movement and wellbeing. Its recent differentiation also emphasizes ethical sourcing, circularity and community participation.

Leggings
Lotus Leggings
The Lotus range is one of Lorna Jane's signature product families. It is offered in bike-short, ankle-biter, seven-eighths, full-length and flared forms, using the brand's Nothing 2 See Here fabric. The range represents the company's blend of body-conscious styling, stretch, coverage and everyday wearability.
Leggings
Thermal Legging
The Thermal Legging is a cold-weather activewear style that became a reported leading seller during the 2024–25 financial year. It illustrates the brand's effort to extend technical activewear across seasonal conditions while retaining a fashion and lifestyle orientation.
Pants
All Day Active Mid Rise Pant
The All Day Active Mid Rise Pant is positioned for use beyond formal workouts. Its reported strength as a newer performer reflects Lorna Jane's strategy of designing garments that can move between exercise, errands, work and other everyday activities.
Leggings
Amy Phone Pocket Tech Ankle Biter Legging
This ankle-length legging uses the company's Active Core Stability design and includes two phone pockets. It is covered by the Advantage Plus+ 12-month quality-assurance program, emphasizing functional construction and durability.
Core collection
Essentials
Essentials is the year-round core range maintained alongside Lorna Jane's frequently changing seasonal collections. It provides recurring foundational activewear styles intended for regular training and everyday use.

Controversies

2021
Lorna Jane responds to Oxfam’s list
Lorna Jane responded to Oxfam’s list with a media statement outlining its commitment to ethical sourcing and combating modern slavery. The statement says the company is committed to paying a living wage for those who manufacture its products.
Source
2021
Australian court fines Lorna Jane over COVID-19 claims
An Australian court fined Lorna Jane A$5 million after the company claimed its garments could prevent COVID-19. The court also ordered corrective notices; the judge said the company had represented that the claims had a scientific or technological basis when they did not.
Source
2020
Lorna Jane receives TGA infringement notices over COVID-19 advertising
Australia's Therapeutic Goods Administration issued infringement notices to Lorna Jane over alleged unlawful COVID-19 advertising. The notices concerned claims that the brand's "anti-virus activewear" prevents and protects against infectious diseases. The infringement notices totalled $39,960.
Source
2020
Lorna Jane fined over anti-virus activewear advertising
Australia's Therapeutic Goods Administration fined Lorna Jane $39,960 over alleged unlawful advertising related to COVID-19. The regulator found that the claims implied the products would be effective against COVID-19. The penalty concerned alleged advertising breaches in relation to COVID-19 and anti-virus claims.
Source
2020
ACCC files court allegations against Lorna Jane
In December 2020, the Australian Competition and Consumer Commission filed allegations in the Federal Court against Lorna Jane. The regulator alleged that the brand engaged in false and misleading conduct by claiming that fabric used in some of its products could eliminate and stop the spread of COVID-19. The allegations concern the company's representations about the antiviral properties of that fabric. The matter was brought before the Federal Court; the filing itself sets out the regulator's claims rather than a final finding.
Source

2024parkrun Australia and New Zealand partnership
Australia · New Zealand
Lorna Jane entered a two-year partnership with parkrun Australia and parkrun New Zealand to encourage women's participation in regular community exercise across more than 500 weekly events.
Source
2024Encoreship partnership
Australia
The company participated as an employer partner in Encoreship, an Australian program supporting women returning to the workforce after extended career breaks.
Source
2024We Are Citizens
International supply chain
Lorna Jane consolidated its environmental, social and governance activities under the We Are Citizens framework, focusing on ethical labor, responsible materials and circularity.
Source
2011Swap Shop
Australia
Following the Queensland floods, customers could exchange used activewear from any brand for store credit. Collected garments were donated to the Salvation Army, and the initiative continued beyond its original one-week trial.
Outcome. More than 45,000 garments had reportedly been donated by 2017.
Source

Brand decisions

2025
Launch pre-loved resale marketplaceProduct launch
Background
The brand's sustainability program increasingly emphasized extending garment life and reducing clothing waste.
Action taken
Lorna Jane launched a company-operated marketplace for resale of pre-owned products.
Aftermath
The launch expanded the brand's circularity offer beyond take-back and stewardship participation.
Source
2023
Join national clothing stewardship schemeStrategy
Background
The company sought to strengthen its approach to clothing circularity and product stewardship.
Action taken
Lorna Jane became a foundation member of Seamless and contributed to its transition phase.
Aftermath
The decision made circularity a more visible part of the brand's sustainability strategy.
Source
2020
Reacquire CHAMP Ventures stakeM&A
Background
The founders sought to restore independent family ownership after earlier expansion and sale discussions.
Action taken
The Clarkson family purchased CHAMP Ventures' 40 percent interest for AU$28 million.
Aftermath
The business returned to full family ownership and subsequently emphasized controlled, self-funded growth while rationalising its store network.
Purchase price for 40 percent stake. AU$28 million (March 2020)
Source
2014
Abandon proposed initial public offeringStrategy
Background
The founders and minority investor explored a public listing as the company expanded.
Action taken
The proposed IPO did not proceed, after which the company explored potential sales to strategic and financial buyers.
Aftermath
The founders ultimately withdrew from the sale process and retained control with CHAMP Ventures remaining a minority investor.
Source
2010
Accept minority investment from CHAMP VenturesM&A
Background
The business had expanded rapidly and sought capital to support national and international growth.
Action taken
CHAMP Ventures acquired a 40 percent stake in Lorna Jane.
Aftermath
The investment supported store expansion, including the brand's move into the United States.
Source

Recent events

2021-11-25
Oxfam names fashion brands in its 2021 Naughty or Nice list[7]Lorna Jane responds to Oxfam’s listbroadsheet.com.au
Reported: 2021-11-25
Oxfam’s 2021 Naughty or Nice list named Zara, Jay Jays, Just Jeans, Lorna Jane, Myer and Peter Alexander as failing to be transparent about whether garment workers are paid a living wage. Oxfam also identified brands it said had made commitments or positive steps toward living wages and transparency.
Unconfirmed
Lorna Jane responds to Oxfam’s list[7]Lorna Jane responds to Oxfam’s listbroadsheet.com.au
Reported: 2021-11-25
Lorna Jane responded to Oxfam’s list with a media statement outlining its commitment to ethical sourcing and combating modern slavery. The statement says the company is committed to paying a living wage for those who manufacture its products.
2021-07-23
Australian court fines Lorna Jane over COVID-19 claims[8]Australian court fines Lorna Jane over COVID-19 claimsdailydispatch.co.za
Reported: 2021-07-23
An Australian court fined Lorna Jane A$5 million after the company claimed its garments could prevent COVID-19. The court also ordered corrective notices; the judge said the company had represented that the claims had a scientific or technological basis when they did not.
2020-12-21
ACCC files court allegations against Lorna Jane[6]ACCC files court allegations against Lorna Janeafr.com
Reported: 2020-12-21
The Australian Competition and Consumer Commission filed allegations in the Federal Court that Lorna Jane engaged in false and misleading conduct by claiming fabric in some products could eliminate and stop the spread of COVID-19.
2020-07-25
Lorna Jane receives TGA infringement notices over COVID-19 advertising[4]Lorna Jane receives TGA infringement notices over COVID-19 advertisingmondaq.com
Reported: 2020-07-25
Australia’s Therapeutic Goods Administration issued Lorna Jane infringement notices totalling $39,960 over alleged unlawful COVID-19 advertising. The notices concerned claims that its “anti-virus activewear” prevents and protects against infectious diseases.
2020-07-17
Lorna Jane fined over anti-virus activewear advertising[5]Lorna Jane fined over anti-virus activewear advertisingmiragenews.com
Australia's Therapeutic Goods Administration fined Lorna Jane $39,960 over alleged unlawful advertising related to COVID-19. The regulator found the claims implied the products would be effective against COVID-19.

Sources19 sources

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