Australian 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.