Aje

2022 - 9 - 14

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Image courtesy of "Glam Adelaide"

FIRST LOOK: Aje Athletica opens first South Australian Sanctuary (Glam Adelaide)

As Rundle Street re-emerges as a style mecca for fashion lovers, Aje Athletica Sanctuary is now open, sitting alongside Aje boutique.

With a focus on wellbeing through performance, the consciously designed sanctuary features stone floors and boulders, with textured walls, to reflect the natural landscape, while the racks showcase the lust-worthy performance wear, luxury athleisure and street wear. Many of the pieces also feature eco-cotton. This is the Athletica Sanctuary for SA, and it’s the first location in Australia, where the two sister brands are situated side by side.

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Image courtesy of "Daily Front Row"

Aje Founders Adrian Norris and Edwina Forrest On Presenting At ... (Daily Front Row)

How does it feel to be showing a collection during NYFW? And why did you decide to show in NYC this time? Adrian: The last 18 months has been an incredible ...

Our secret sauce in Australia, and what buyers often comment on, is how Aje is always considered with our customer at the heart of everything we do. Edwina: With ‘Lumen’, we wanted to reimagine classic Aje silhouettes through a lens of deconstruction and reconstruction. The US is where we are seeing a lot of customer demand—both from our online sales and through our international wholesale partners so it’s great to be here to explore the customer market myself. Edwina: The collection as a whole, rather than reflecting on one particular category or silhouette, is a continuation of Aje’s reverence for nature, art, and reinvention; cornerstones of Aje since inception. Adrian: The last 18 months has been an incredible period of growth for the brand, inspiring us to keep on setting our sights higher. We caught up with the Aussies to hear what inspires them, how the brand is exploding across the globe, and to get a sense of what’s next.

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