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Lorna Jane Clarkson's unconventional path to world-renowned brand

Written by Ryan Terrey
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When you think of activewear, most people will think of the hugely successful Australian brand Lorna Jane. With over 250 shops worldwide, millions of fans and followers, and turning over $100 million+, there's no questioning why the Lorna Jane brand is on everyone's mind.

Co-founded by Lorna Jane Clarkson and her husband Bill in 1989, their journey was not as easy as it might seem. Despite being known as the person who coined the term "activewear" and even being selected as the newest Celebrity Apprentice Australia advisor, Lorna's 30-year journey has been filled with unconventional strategies and pathways.

"I don’t feel rich or famous. Probably because it’s happened so slowly. We’re talking close to 30 years in business."

So, what were the exact steps she took to break out of the mold and carve her own path in the fitness industry to become the multi-million dollar founder she is today?

How Lorna Jane Clarkson redefined the fashion and fitness industry

The top entrepreneurs in the world think differently. They do differently. And that's what sets them apart from the crowd. And Lorna Jane Clarkson is no different.

Fed up with the lack of options for exercise clothing available for women back in the '80s, Lorna started to experiment with her own fashionable yet functional designs in her garage and loungeroom floor. Wearing her designs in the aerobics class she taught, she soon gained attention from the women in the class where she seized the opportunity to sell her items. A few months later, she quit her full-time job as a Dental Therapist.

"It was a turning point in my life and what helped me make that decision was my desire to live a life doing what I love."

Lorna bypassed any form of formal education in fashion design or business, steered clear of naysayers who thought she was crazy to go up against the big brands of Nike and Adidas, and instead, focused on making it happen. And soon enough, she moved her operations out of her house and opened up her first bricks and mortar store by 1990.

However, breaking into the industry was no easy feat. Frequently rejected by other shops for not having a 'clear' clothing category, Lorna instead, set out to name and define this new active living lifestyle she was promoting through the Lorna Jane brand as 'activewear'.

"Twenty-eight years later it seems so commonplace to wear your activewear everywhere but in the beginning, people actually thought I was crazy."

Lorna has since been inducted into the Businesswomen's Hall of Fame, won numerous RAQ Fashion Design Awards, written six books, showcased her designs at the Mercedes-Benz Fashion Festival, and featured as an advisor on the latest Celebrity Apprentice Australia because of the success she has paved for herself.

What it means to become part of the 1%

The greatest minds in history went against the grain, they were the rebels of their time. Albert Einstein dared to challenge Isaac Newton's theories, Steve Jobs kept challenging what was possible in technology, Richard Branson never settled for what was already done, Oprah Winfrey took her career into her own hands, and Lorna Jane Clarkson defined and created one of the most popular clothing categories in the past three decades.


These are the 'one-percenters'. The ones who are willing to challenge the status quo, break the outdated ways of thinking and working, and create something that will change the world. now more than ever, the world needs you to throw away convention and think differently. Because if you do what you’ve always done, you’ll get what you’ve always gotten.

If you want to learn how you too can start creating your own path, away from the traditional ways of doing things, to create massive success in your own business, then The Unconvention event is for you. Featuring Lorna Jane Clarkson herself, along with other leading multi-million dollar entrepreneurs, this is the event of the year for any business owner wanting to get to 7 and 8-figures, and beyond.

Get Your Unconvention Ticket Here Today.

Unconvention banner 8 June 2021 Get your ticket today

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