_{Inspired by the notion that the best creative pursuits are born from the melding of creative forces, nuanced with sentiments of opulence and eccentricity, Aje partners with SIDE-NOTE to honour ‘Provenance’ and the ritual of the dining table, a centrepiece for the meeting of minds.}

_{To mark the launch of the Colombe d’Or inspired, Provenance collection, Karla Clarke catches up with co founders Adrian Norris and Edwina Forest.}

_{Aje is 14 years old with 22 Aje stores and 9 Aje ATHLETICA stores, along with over 30 international retailers. Most people remember Aje as the store under Hugo’s on Bayswater Road, but recently I learned of the brands beginnings in Noosa, can you tell us a little bit about those beginnings and what your vision was for the brand at the time, creatively and commercially?}

_{Edwina: Having organically gravitated towards the creative from a young age, my interest in fashion was further solidified, post a journalism degree, by  working in magazines as a fashion stylist.
Adrian: Having lived between Noosa and Sydney growing up, I went to Venice shortly after finishing school to study the arts before moving back to Australia to open a boutique in Noosa, selling clothing by Australian designers.
Edwina: When Adrian and I met by kismet in Queensland,  we formed an instantaneous friendship through our creative connection, both having a love and appreciation for both fashion and art. Together, we sensed the need for a brand with versatility that bridged the divide between coastal and urban style. This spark developed into Aje — Adrian joins Edwina.}  

_{What have been the biggest milestones and turning points ?}

_{Adrian: Opening fashion week in 2019 was a significant milestone for us as a fashion house. With the Sydney Harbour Bridge and the Opera House as our backdrop, the show was an opportunity to begin setting the stage for international expansion while inspiring Australian customers at the heart of our brand.
Edwina: Our Resort 22 show, ‘Scent of Summer’, was a poignant milestone for the brand. One of the first in-person shows post-pandemic worldwide, it was the ultimate dreamscape in an ode to escapism and endless summers. Fashion is transportive and with the world having endured so much through the epidemic, the optimistic vibe of the show and collection resonated strongly in both hemispheres.}

_{How important is an Australian aesthetic in international markets, and how would you describe what that is ?}

_{Edwina: Australian style comes from the unique spirit of our country and the people who inhabit it.  As a brand, we are fiercely proud to be Australian, consistently drawing inspiration from the diverse landscapes and pared-back lifestyle this beautiful country of ours offers. Both elements have deeply informed our design code – one of strength, freedom, adventure, drama, versatility and effortlessness. 
Adrian: To survive in this industry and fashion landscape, it’s integral to have a point of difference. As an Australian brand with an established visual code, we have a key point of difference that is attractive for international markets, as we show clothing and ideas of an international standard that women want to wear.}

_{How closely do you work with each other, how would you describe his/her approach as different to your own, and how do you compliment each other ?}

_{Adrian: Early on, we promised each other to be as honest and forthcoming as possible. Our different perspectives are our strength, and ultimately while there may be creative tension at times, we have found and finessed a fine balance in our 14 years of partnership.} 

_{How important is sustainability and what practices have you implemented that have set the business on the right path ?}

_{Adrian: At Aje, we continue to work towards the adoption of the best sustainable practices in the industry. Through Aje Aware, we are continuing to challenge one another to think about how we can make our products more sustainable. Innovation initiatives are a focus from the time our products and designs are conceptualised, with special emphasis on the search for and continuous development of new raw materials and more sustainable fibres. Within production, we are committed to the development of innovative practices and new solutions to achieve the goal of eliminating the waste we produce, both during production and post-consumption. 
We recognise that sustainability is a journey that requires commitment and ongoing investment, with our team focused on driving values-based and sustainable business practices.}

_{What does growth look like for you and Adrian ? Are there goals you are working towards that you’ve not yet achieved ?}

_{Adrian: The last two years have provided us the unique opportunity to expand our vision and plan for the future expansion across the business. We now have 23 Aje boutiques and 11 Aje ATHLETICA stores throughout Australia and a website that services over 77 countries — alongside being stocked in the world’s leading fashion majors including: Galeries Lafayette, Lane Crawford, Saks, Matches and Browns. It has been an incredible period of growth for the business, and we’ve only just begun.} 

_{Just last week, I was proud to see an Aje dress in the window of Kirna Zabette in New York. Are international stores on the horizon and if so what markets are you most interested in ?}

_{Edwina: We’re honoured to be represented in some of the world’s leading department stores and fashion retailers. Currently, we are in the midst of enhancing our international presence, with a specific focus on opportunities arising in the US, UK and Europe.} 

_{What would you like the Aje legacy to be ?}

_{Edwina: To have inspired and uplifted Aje women everywhere through our pieces. And in a grander sense, to have done so while minimising our impact on earth. Beyond all the clothes and the collections, we want our legacy to be one of meaningful contribution to the communities in which we live and work, leaving a positive impact on the world in our wake.}