active essential’ range. Lorna Jane has set the goal of ensuring all black and white apparel contain recycled fibres. By the end of the year, it hopes that 85 per cent of its active essentials range will feature recycled fibres. For the CEO of Lorna Jane, Anna Fowler, this is a demonstration that large-scale sustainability initiatives can be effectively integrated into a major product line for the benefit of brand, consumer and the planet. “At Lorna Jane, innovation has always been at the core of what we do – from pioneering activewear in Australia to continuously evolve our approach to responsible manufacturing,” Fowler told Inside Retail. “As expectations shift, we remain committed to designing high-performance activewear that meets both functional and ethical standards,” she added. Lorna Jane’s expanding ESG strategy is not just an act of corporate responsibility but an answer to a call from a consumer demographic with both growing wallets and influence, Gen Z. Actively investing in the future  According to an RMIT study, Australian Gen Zs say they are willing to pay more for brands that have a positive impact on society and 58 per cent of this consumer cohort seek to buy products that are sourced sustainably.  “Gen Z is highly engaged in sustainability and expects brands to be transparent about their social and environmental impact,” Fowler elaborated. “This shift has seen us evolve both our fabric offering and design aesthetic while maintaining our Lorna Jane brand values and identity,” she added. Lorna Jane has made it as easy as possible for customers to understand its recycling initiatives with garment tags detailing recycled content and certifications as well as in-store education about the benefits of lower-impact materials. By actively incorporating recycled fibres, ethical sourcing, and carbon reduction strategies within its manufacturing operations, Lorna Jane hopes to transition towards a circular fashion economy. The ambition of Lorna Jane’s broader ESG strategy is to drive meaningful change not only for customers but the company’s whole supply chain and the industry at large. “This framework prioritises ethical labour practices, responsible material sourcing and circularity, ensuring a shared responsibility between Lorna Jane and our community,” shared Fowler. High performance at every age  When asked if the age of the average Lorna Jane consumer has shifted over the years, Fowler insisted that, “Lorna Jane has always resonated with a diverse age range, from women in their early 20s embracing athleisure as a lifestyle to long-time loyal customers”. “Over the years, we’ve seen increased engagement from younger consumers who are drawn to our blend of fashion-forward activewear, technical innovation and versatility, while our existing customer base continues to grow with us – seeking activewear that evolves with their lifestyle,” she continued. Lorna Jane’s commitment to quality, performance, trend-driven designs and now sustainability has made it a household name in Australia, alongside international activewear brands. According to reporting by the Australian Financial Review last month, Lorna Jane doubled its annual profit to $21.3 million – a steep hike from the $11.6 million recorded only one year prior. “Today’s active women seek more than just great activewear – they want experiences, community, and brands that align with their lifestyle,” Fowler said. In an effort to evolve with its customers, Lorna Jane is integrating responsible innovation, digital engagement and community-driven experiences.   Events like International Activewear Day and the brand’s partnership with the international grassroots running organisation Parkrun in Australia and New Zealand are designed to foster meaningful connections between the brand and consumer.  “By continuing to inspire confidence and an active mindset, we ensure that Lorna Jane remains the go-to activewear brand for the next generation,” Fowler concluded.