Aje
Aje is an Australian womenswear label founded in 2008 by best friends Adrian Norris and Edwina Forest. It designs essentials and statement occasion pieces that balance toughness with femininity and structure with volume.
| Founded | 2008 |
|---|---|
| Founders | Adrian Norris, Edwina Forest |
| Origin | Australia |
| Focus | Womenswear and occasion dressing |
| Website | ajeworld.com |
What is Aje?
Aje is a womenswear brand from Australia, founded in 2008 by Adrian Norris and Edwina Forest, who started the label as best friends. Forest leads the brand creatively.
Products and positioning
Aje offers a curated mix of wardrobe essentials and statement occasion pieces, described as crafted with luxurious sensibilities. Each seasonal collection plays with contrasts:
- Toughness alongside femininity
- Structured tailoring alongside voluminous shapes
- Everyday pieces alongside event dressing
The brand has also extended into jewellery, building on its signature dresses with accessories that complete the look.
Distribution
Aje sells through its own boutiques, a store locator for which features on its website, and through regional online stores serving international customers, including a dedicated Canadian storefront.
Why it matters
Aje has grown from a founder-led friendship into one of the better known Australian womenswear labels, and it is an example of a brand from the region building an international customer base through its own online channels.
Frequently asked questions
Who founded Aje?
Aje was founded in 2008 by best friends Adrian Norris and Edwina Forest.
What does Aje sell?
Aje sells womenswear, from essentials to statement occasion pieces, along with accessories and jewellery.