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HomeNEWSThe woman behind the Activewear movement: A conversation with Lorna Jane

The woman behind the Activewear movement: A conversation with Lorna Jane

When Lorna Jane started out in the fitness industry as an instructor, women only wore Activewear when working out. Lorna says “it was rare to see someone wearing their sweats outside of their class or the gym because it wasn’t that comfortable and didn’t motivate them for the day ahead – it wasn’t a longevity product.”

Fast forward to today, and Activewear is a staple in every women’s wardrobe, with the industry estimated to grow to $547 billion by 2024 worldwide. 

We ask Lorna about the change in Activewear since 1990, and she says “wearing Activewear has become a statement of taking care of your health and not something you can’t wait to take off after you workout. We’ve gone from having just a few key items to workout in, to now having a complete wardrobe of Activewear with everyday essentials and weekend staples that can be worn to both workout and relax in.”

Lorna Jane's Eco Range

Lorna believes that now is just the beginning for the Activewear industry. There’s an increase in remote working arrangements and new mothers working from home, and office dress codes are relaxing, all in favour of Activewear. “We’re starting to see more and more businesses adopt the idea of their team wearing active and leisurewear to the office with studies showing it can increase productivity through employees feeling both relaxed and comfortable.”

Every day, Lorna commits to moving and nourishing her body, and believes that anything is possible with determination and hard work. To limit stress, Lorna meditates daily. She cares for herself by drinking around two litres of water each day, and she gets at least seven hours of sleep each night.

As an entrepreneur for over 30 years, and starting when the activewear industry didn’t exist, Lorna has learnt that being the boss of your company is not for the faint hearted. Still, if you’re willing to put in the work, you can succeed beyond your wildest dreams. The best three pieces of advice Lorna can offer to other women in business is to: 

  1. Believe in yourself and what it is that you want to achieve. If you don’t back yourself, it’ll be impossible to get others to believe in you too.
  2. Surround yourself with like-minded and hard-working people who believe in your passion and what you want to achieve.
  3. Get ready to work harder than you’ve ever imagined while having the time of your life!

As with the uptake in activewear, Lorna Jane the brand is also evolving. It has recently announced a number of of sustainability initiatives, including using TENCEL™ and linen wherever possible, as well as producing its own recycled fabric from PET plastic bottles available via its Eco range.

Lorna Jane is also growing in New Zealand, with stores in Ponsonby and Onehunga at present, and further stores opening in Commercial Bay and Newmarket later this year. Bring it on!

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