Australian fashion brand AJE has become the go-to label for celebrities and influencers looking for stylish cuts, luxurious fabrics and eye-catching dresses.
Founded by best mates Adrian Norris and Edwina Forest in 2008, the label has built up a strong reputation over the years as a fashion insider’s favourite, with the likes of Kate Moss, Beyonce, Olivia Culpo, Lara Worthington and Madonna all spotted wearing the brand.
But the brand isn’t just about making a high fashion statement.
Norris and Forest have also perfected the art of casual dressing, launching activewear brand AJE ATHLETICA in 2021 to capitalise on an ever-growing demand for comfortable, stylish off-duty wear.
The range includes everything from crop tops, leggings and bike shorts to puffer vests, soft belted trench coats, textured jumpers and even beanies.
Whether you’re heading to the gym or going from the beach to a cafe, AJE ATHLETICA aims to have the perfect piece for the occasion.
Norris says AJE ATHLETICA is an extension of the brand’s core philosophy – ‘’designing with purpose.’’
‘’We had a formative idea to evolve the wardrobe of our AJE girl, creating key performance pieces she would incorporate into her everyday life that would support her wellbeing,’’ he explains on the brand’s website.
Like many designers, the creatives behind AJE envisioned a whole world around the customer who wears their clothes.
Not just: What would they were to a party? A special event? But also: What would they wear to the gym? To meet friends for a casual weekend lunch?
Here’s all you need to know about the AJE empire – and the two besties behind it.
Who are the designers behind AJE?
AJE is an Australian brand by best friends Adrian Norris and Edwina Forest.
They first met in Brisbane in 2005, quickly becoming fast friends.
At the time Norris, who had returned to Australia after studying fine art in Italy, was running a fashion boutique called Strada in the resort town of Noosa.
He enlisted Forest, then a stylist for Russh magazine, to help with the store.
the time and enlisted Forest, then a stylist for Russh magazine, to help with the store.
The pair launched AJE in 2008 and AJE ATHLETICA in 2021.
AJE has drawn a roll call of celebrities both Australian and international.
Just some of the big names to have worn AJE include pop stars Madonna and Beyonce and supermodels Shanina Shaik and Kate Moss.
On Australian shores, Lara Worthington is also a big fan.
What does AJE stand for?
It’s an acronym for ‘Adrian joins Edwina,’ devised after the co-founders Adrian Norris and Edwina Forest met.
How do you pronounce AJE?
This has stumped many fans of the brand over the years!
Many people pronounce the label as ‘’arj,’’ like the comedian Arj Barker, but this is incorrect.
The correct pronunciation of the brand is the same way you would say ‘’age’’, as in old age.
Is AJE Athletica the same as AJE?
Yes, it’s a partner brand to AJE, the Australian fashion brand established in 2008.
Athletica was launched in 2021 as the activewear trend really began taking off globally.
Its creative direction is helmed by AJE’s co-founders Adrian Norris and Edwina Forest.
The brand is stocked online and at 20 retail locations around Australia, including 8 standalone boutiques across NSW, Queensland, Victoria, South Australia and Western Australia.
Is AJE made in Australia?
Some, yes. AJE and AJE Athletica products are made across 34 manufacturing facilities in Australia, China, India and Indonesia.
