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‘Cool is an attitude’: How Aje creates clothes every woman wants

Fresh off the launch of its new sub-brand Aje Athletica in August, Aje has opened the doors to a new concept store in Paddington, Sydney, where shoppers will be able to browse the designer fashion brand’s signature voluminous dresses alongside performance leggings and sports bras.  It’s just the beginning of a broader store rollout both in Australia and overseas for the brand, which was founded 13 years ago by Edwina Forest, Aje’s creative director, and Adrian Norris, its CEO. Named a