It’s been 35 years since Lorna Jane Clarkson started making comfortable outfits to wear when she taught fitness classes, never dreaming that it was the start of a multimillion-dollar business. The Australian businesswoman, 59, shares how a simple idea turned into the Lorna Jane brand, which now has stores around the world, including in New Zealand.
I never planned to start a clothing business.
I was a dental therapist and on the side, I taught fitness classes. The workout clothes available disappointed me – they were either G-string leotards or men’s clothes in feminine colours. I wanted something comfortable that I could wear all day, going from class to class, so I decided to try making my own. I don’t know what made me think I could do that – I was terrible at sewing! But I’m the sort of person who, if I set my mind to something, will make it happen.
I got my favourite swimsuit, unpicked it and made my first activewear from that.
I had no intention of making clothing for anybody else, but the women in my classes started asking where I got them and if I could make some for them. Then, I found myself spending nights and weekends making newspaper patterns on my dining table, then asking my friends to help me sew them.
After about three months, I realised that everybody in my class was wearing Lorna Jane. That was a defining moment. I thought, ‘Maybe there is something in this.’ Within a week, I’d quit my dental therapist job and started making activewear full-time.
I’ve been credited with being the first person to use the phrase “activewear”.
I called it that because I wanted it to be clothing that encouraged you to be active. It was making my life so much easier because I could wear it all day, as well as for my workout. But it also made me feel more motivated to do active things, like walking to the corner store instead of driving.
I did some research into the cognitive effect of clothing – like how when you wear shoulder pads you feel like you’ve got more power when you go into a boardroom. I thought, “What if this type of clothing can inspire women to want to move more?”
I had no idea how big the business was going to get.
If I’d shown myself back then what Lorna Jane is today, I would have run for the hills! When I started out in 1989, one of the big challenges was getting people to believe activewear was going to be a thing. Landlords said, “You’re making women’s-only workout clothes and you want me to give you a lease? How are you going to make money?” But I believed that women would want to wear activewear.
My husband Bill works with me at Lorna Jane.
I do all the creative side from designing to marketing campaigns. Bill, who used to run a courier company, looks after the business side of things as CEO. We’re both very focused and hardworking. We do have arguments sometimes, but we never make it personal – it’s because we’re both passionate about it.
The biggest challenge of working with your husband is switching off when we’re at home.
One thing we do to create a separation between home and work is go for a walk with our dog Harry in the mornings and evenings. We have a bit of a debrief and tick things off so work is not part of our dinner conversation.
Our office is in Brisbane, but we also have a property at Byron Bay, where we go for weekends. That’s our sanctuary and helps us to switch off.
I get asked what the secret of my success is.
To me, success is creating a life you love. I love my life and I love working. I think the fact I’m so passionate about what I do is why Lorna Jane has been successful.
Bill and I are very focused on what we want to achieve. I write down my goals and remind myself what they are all the time.
The other thing is surrounding yourself with the right people. I’ve had so many incredible women in my life, including my mother, sister and grandmother – all strong, independent women who have inspired me. The women I work alongside at Lorna Jane are amazing.
If I could tell my younger self anything, it would be to cherish all of the women in my life. I could never have done what I’ve done without them.
Our current faves from the Lorna Jane activewear collection
Iconic Weekender Shorts
$80 from Lorna Jane
Whether you’re on the hunt for a new morning-walk uniform or you’re looking for something comfy-yet-cool to wear around the house this summer, these breathable cotton shorts are extremely comfortable and crucially, super cute. And yes, they have pockets.
Mirage Boyfriend T-Shirt
$105 from Lorna Jane
This summer we’re rocking shorts and oversized T-shirts (a la Princes Di). This vintage-inspired oversized boyfriend tee T-shirt is made from a breathable cotton fabric. It looks fab paired with bike shorts or loose running shorts. Go for a size up to really nail the aesthetic.
Irresistible Hi Fold Rib Flared Leggings
$175 from Lorna Jane
Bootleg leggings are back baby… But these aren’t the same pair you might have rocked in the early naughties. These elevated flares will take you from Pilates to yoga then brunch – and everything in between. Our favourite feature is the high-rise waist with soft stomach support – no uncomfy brands digging into our tums, thanks.
Warm Up Shrug
$105 from Lorna Jane
Even during the warmer months here in NZ you just never know when the weather is going to turn. Carting around a throw-on layer is vital. This breathable terry cotton shrug is the perfect level of cropped and is fitted while still in a relaxed fit. It also has a loop so it can be easily hung. We’re big fans.
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