At Lorna Jane, we are dedicated to extending the lifecycle of our activewear and minimising our environmental footprint through responsible practices and innovative solutions. We are proud to be founding members of Seamless, an Australian initiative aimed at achieving circularity in the clothing industry by 2030. We offer a peer-to-peer resale platform, Lorna Jane Preloved, for customers to buy and sell pre-loved Lorna Jane activewear, promoting reuse and reducing waste. Additionally, we ensure that all faulty goods are recycled through our partner, Upparel, further contributing to our commitment to sustainability.
Our Initiatives
At Lorna Jane, we believe in extending the lifecycle of our activewear through responsible practices and innovative solutions and are committed to minimising our environmental footprint by addressing the end-of-use phase of our products. Our initiatives include:
1. FOUNDING MEMBERS OF SEAMLESS
The Australian clothing industry manufactures and imports over 1.4 billion units of new clothing into Australia every year, more than half of which will end up in landfill.
On average, every Australian buys 56 items of clothing yearly, most of which are made from non-sustainable, non-durable materials that eventually end up in landfill.
Clothing waste has become one of the largest contributors to Australia's waste crisis, with more than 200,000 tonnes of clothing ending up in Australian landfill every year.
At Lorna Jane We Are Part of a Team That's Working on a Solution
In late 2022, the Australian Federal Government shared a vision and commitment to transition Australia to a circular economy by 2030 and Net Zero by 2050. To achieve circularity by 2030, the Australian clothing industry needs to fundamentally transform the way clothing is designed, produced, consumed and disposed of, both locally and on a global scale.
This significant transformation will require courage, creativity and collaboration. Key industry stakeholders, including government and leaders across the clothing value chain, will need to work together to drive innovation and achieve what no single organisation can do alone. This is where the Seamless – Australia's Clothing Stewardship Scheme was formed.
As of June 2023, we are proud to announce that we have partnered with the Australian Fashion Council in being a Foundation Member of the Seamless Clothing Stewardship Scheme. We have invested in having a Seat at the Board and will partner with like-minded Australian clothing brands, to navigate the pathway to change and address the challenges of fashion consumption.
This world leading initiative aims to improve the design, recovery, reuse and recycling of clothing in Australia, providing a roadmap to circularity by 2030.
2. Resale
Do you have a Lorna Jane item that no longer fits?
Maybe you have lost that 5kg and gone down a size?
Maybe you have a certain piece that doesn’t fit into your current lifestyle?
Maybe you simply want to upgrade?
Whatever the reason, we have you covered!
Introducing Lorna Jane Preloved, a peer-to-peer second-hand shop initiative. Coming Soon!
At Lorna Jane, we are committed to extending the lifecycle of our products and promoting sustainable consumption among our community. To further these goals, we are excited to introduce our new initiative: a peer-to-peer second-hand shop online. This platform will enable our customers to buy and sell pre-owned Lorna Jane activewear, supporting a more sustainable fashion cycle and encouraging responsible use of resources.
Key Features of Our Second-Hand Shop Initiative:
Sustainability Through Circularity:
By facilitating the resale and reuse of our garments, the second-hand shop will help reduce waste and decrease the demand for new resources. This initiative is part of our broader commitment to circularity, aiming to keep our products in use for as long as possible and reduce the overall environmental impact of our brand.
Community Engagement:
This platform will foster a strong sense of community among Lorna Jane customers. It will not only provide them with a space to exchange products but also to share their experiences and commitment to sustainability. We see this as an opportunity to strengthen our relationship with our customers and unite them around shared values of health, wellness, and environmental responsibility.
Accessibility and Convenience:
The online second-hand shop will be designed with user convenience in mind, making it easy for customers to list their items and shop for pre-owned gear. We will ensure a seamless process that maintains the quality and integrity of the products being exchanged.
Supporting Sustainable Habits:
Through this platform, we aim to educate and encourage our customers about the benefits of sustainable fashion practices, including the importance of reducing consumption, reusing garments, and recycling materials. We believe that fostering these habits can have a significant positive impact on the environment.
Quality and Trust:
To maintain the high standards our customers expect from Lorna Jane products, the second-hand shop will include guidelines and checks to ensure that all items listed meet specific quality criteria. This commitment to quality will help maintain trust in the platform and ensure customer satisfaction.
By launching this peer-to-peer second-hand shop, Lorna Jane is taking a proactive step towards reducing the fashion industry's environmental footprint and promoting a more sustainable future. This initiative is an extension of our ongoing efforts to innovate in how we produce and consume activewear, making sustainability an integral part of our business model and customer experience.
3. FAULTY
At Lorna Jane, we take responsibility for all faulty goods to ensure they are not wasted. Through our partnership with Upparel, a leader in textile recycling, we guarantee that any defective items are recycled responsibly. Upparel uses innovative recycling methods to transform these materials into new products, such as insulation, furniture padding, and other recycled goods. This process helps us reduce landfill waste and supports our commitment to sustainability. By ensuring that faulty products are recycled, we are actively working to close the loop in our supply chain and minimise our environmental impact.