Lorna Jane fights back


Lorna Jane century city 1Australian activewear chain, Lorna Jane, will apply Property Rights to its apparel designs in a bid to combat “an increasing number of cheap copies entering the market”.

To take effective from August 29, the move by the Brisbane-based chain is aimed at protecting the “integrity of the brand’s innovative fashion-forward designs”. Between 70 to 100 new styles arrive instore and online each month.

According to the company, a number of activewear and lifestyle brands on the market have begun releasing copies of Lorna Jane’s designs “using cheap fabrics and poor quality construction methods”.

Founder of Lorna Jane and Active Living Advocate, Lorna Jane Clarkson, is heavily involved in the garment development process, from the initial design phase to final garment fittings.

“Lorna Jane garments are made by active women for active women, and we take great pride in developing high-tech fashion-forward pieces to suit every woman’s active lifestyle,” Clarkson said.

“Our garments feature our trademarked LJ excel TM fabric and superior construction technology, and when combined with trend driven designs, truly sets our garments a part from others in the market.”

The brand says it plans to take action against any brands on the market producing and selling cheap replicas of its registered designs.



  1. Bill posted on August 28, 2014

    Didn't Lorna Jane just take inspitation from American brands like LULULemon etc? reply

  2. K posted on August 28, 2014

    Lorna Jane has been pioneering the active wear category alot longer than lululemon - nearly a decade between the first Lorna Jane store and the first Lululemon store! reply

    • Bill posted on August 28, 2014

      Hi K are LJ saying Lululemon has used their designs and going to sue them? or are you also saying that Lorna Jane never utilised another design from another company for its "inspiration"? Can you clarify without using broad brush marketing statements? reply

  3. Mark posted on August 28, 2014

    Maybe someone at Inside Retail should check if Lorna Jane has ever been sued for copying other designers? I would imagine the records of this happening are public (and it certainly has happened). reply

  4. K posted on August 28, 2014

    I don't work for LJ nor did I write this article - was merely clarifying a misconception in your comment by stating that they had been on the market for some time - well before Lululemon. Its a growing category and exciting to see it evolve - I just feel a home grown brand deserves a little more recognition! reply

    • Bill posted on August 28, 2014

      Hi K, what about all the other homegrown Australian brands in this category. This sounds like a bigger company co owned by Private equity trying to flex some muscle without any basis for doing so. If Lorna Jane were so concerned about their design integrity and they were market leader why didn't they patent all their designs years ago....especially if they were the market leader out 10 years before Lululemon????? reply

  5. Penny posted on August 29, 2014

    For what its worth, recently new laws have passed in Australia which supports designers to patent their product. I dare say they have just taken note and acted. Good on them, I'm sick of seeing cheap copy cats like Michelle bridges reply

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