Once the face of Australian activewear, Lorna Jane defined the fitness fashion movement long before global brands like Lululemon or Alo Yoga entered the scene.
But with newer competitors rising fast — many people now ask: Is Lorna Jane still popular in Australia today?
As someone who works closely with yoga wear manufacturers and tracks market trends, here’s a clear, data-based answer.
Table of Contents
- Quick Answer
- 1. Lorna Jane’s Legacy in Australian Activewear
- 2. Current Market Presence in 2025
- 3. Why Its Popularity Declined Among Younger Shoppers
- 4. Where Lorna Jane Still Leads
- 5. Comparison: Lorna Jane vs New-Gen Brands
- FAQs
- How FuKi Yoga Helps Emerging Brands Compete
Quick Answer
Yes — Lorna Jane remains popular in Australia, but its dominance has shifted.
It’s still respected for quality and heritage, especially among women aged 30–50, yet it now competes with trendier, sustainable labels like DK Active, PE Nation, and Nimble Activewear.
In short: Lorna Jane isn’t disappearing — it’s just no longer the only name in Australian athleisure.
1. Lorna Jane’s Legacy in Australian Activewear
Founded in 1989 by Lorna Jane Clarkson, the brand pioneered the idea that workout clothes could be stylish, functional, and empowering.
It quickly became an Australian lifestyle symbol, with:
- 100+ stores nationwide
- Strong community programs like “Move Nourish Believe”
- Loyal fans drawn to its body-positive, motivational image
| Year | Milestone |
|---|---|
| 1989 | Brand founded in Brisbane |
| 2000s | Expansion across Australia |
| 2010s | Global recognition (US, Asia, UK) |
| 2020s | Focus on online retail and sustainability |
2. Current Market Presence in 2025
Despite a crowded market, Lorna Jane still holds strong brand awareness in Australia.
However, consumer behavior has shifted toward younger, minimalist, and eco-conscious labels.
Current highlights:
- 90+ stores remain active across major cities (Sydney, Melbourne, Brisbane).
- The brand’s Instagram reach exceeds 1 million followers.
- Loyal consumers praise its fit and durability, but younger shoppers lean toward affordable or influencer-backed brands.
It’s evolving from a trend leader to a trusted heritage brand — similar to how Nike balances with emerging names.
3. Why Its Popularity Declined Among Younger Shoppers
Three main factors caused Lorna Jane to lose dominance among Gen Z and younger millennials:
- Price Sensitivity – Average leggings cost $110+, while competitors like CRZ Yoga offer similar comfort for $35.
- Limited Sustainability Communication – Newer brands highlight recycled fabrics and carbon-neutral shipping.
- Changing Style Preferences – Younger audiences prefer muted colors and minimalist fits over motivational slogans.
| Challenge | Impact |
|---|---|
| High pricing | Reduces appeal among students and early professionals |
| Conservative branding | Feels outdated compared to “modern luxury” yoga brands |
| Fast-rising rivals | DK Active, Nimble, and Alo Yoga capture trend-driven buyers |
4. Where Lorna Jane Still Leads
Even with competition, the brand retains loyal strength in these areas:
✅ Quality fabrics: Long-lasting, compression-level materials that maintain shape.
✅ Community appeal: Active ambassador programs across fitness clubs.
✅ Inclusive sizing: Expanding fit range for more body types.
✅ Australian-made credibility: Some collections still locally produced.
Among established professionals and fitness instructors, Lorna Jane remains a trusted premium choice.
5. Comparison: Lorna Jane vs New-Gen Brands
| Feature | Lorna Jane | DK Active / PE Nation / Nimble |
|---|---|---|
| Founded | 1989 | 2010s |
| Style | Classic, feminine, slogan-based | Trendy, street, eco |
| Sustainability | Partial | Full eco-focus (recycled nylon, RPET) |
| Target Audience | 30–50 | 18–35 |
| Core Strength | Quality, legacy | Fresh design, eco values |
Lorna Jane thrives on trust — but modern shoppers increasingly buy based on sustainability and social impact.
FAQs
Q1: Is Lorna Jane still considered a premium brand?
Yes. It’s still positioned as premium activewear in Australia, though pricing faces competition.
Q2: Does Lorna Jane make its clothes in Australia?
Some lines are still produced domestically, but much of its production has shifted overseas to Asia for efficiency.
Q3: Is Lorna Jane environmentally friendly?
The brand has introduced limited eco-collections, but sustainability is not its main differentiator.
Q4: Who are Lorna Jane’s top competitors in Australia?
DK Active, Nimble, PE Nation, and even international brands like Lululemon and Alo Yoga.
How FuKi Yoga Helps Emerging Brands Compete
At FuKi Yoga, we help global and Australian yoga brands compete with established names like Lorna Jane — through flexible, sustainable manufacturing.
What we offer:
- 🧵 OEM & ODM production for leggings, bras, sets, and outerwear
- 🌿 Eco-fabrics: recycled nylon, bamboo, RPET, organic cotton
- 🌍 Certified ethical factories (BSCI, OEKO-TEX, GRS)
- 🩱 Private label & low MOQ (100 pcs) options
- 💡 Custom branding, packaging, and rebranding support
Whether you want to build a modern “eco-Lorna Jane” or enter the global yoga wear market, FuKi Yoga helps you launch sustainably and confidently.
👉 Explore more at https://fukiyoga.com
