Lorna Jane's 'First Wear' initiative is paying dividends for the business as consumers across the globe become hyper aware of bacteria and droplet transfer.
The initiative ensures that the customer's first wear of their new activewear is the first wear ever of the garment.
The activewear comes packed in sealed compostable bags to keep the piece unworn and is available for both in-store and online purchases.
The call for untouched activewear has been growing steadily as more consumers pay heightened attention to what comes in contact with their bodies; from their food, supplements and skincare to now looking at what their clothes are made from and how it affects their skin.
Now it is of hyper-importance as consumers take hygiene practices more seriously in the wake of COVID-19.
To address this growing demand, Lorna Jane made changes to its manufacturing facility in 2017 to reduce the amount of pre-purchase, skin-to-garment contact.
The new processes included streamlining fabric and garment finishes to minimise skin-to-garment handling at every step, updating the manufacturing facility with a new packaging system to reduce individual handling and raising the bar on production and packing environments.
The brand also ships products directly to stores to further reduce multi-handling and is set to transition to full use of tamper-proof and non-resealable compostable garment bags by mid-2020.
Lorna Jane founder Lorna Jane Clarkson said that she is thrilled with the initiative.
"I’m proud that our First Wear initiative allows us to deliver activewear that echoes the high standards our customers expect in all other aspects of their healthy lives," she said.