It claimed that the substance permanently adheres to the garments, making “transferal of pathogens” to the garments impossible. In December 2020, the Australian competition regulator instituted proceedings against Lorna Jane for alleged false and misleading claims and against the company’s co-founder Lorna Jane Clarkson for allegedly being knowingly concerned in the conduct. The company admitted that Lorna Jane Clarkson was involved in crafting the words and designing the graphic used in the marketing campaign and also made false statements in an Instagram video regarding activewear. Lorna Jane accepted the court's ruling and said the company was itself misled by a supplier. Lorna Jane has 108 stores in Australia as well as a number of international stores, including in the USA and New Zealand.

Source: Hindustan Times July 23, 2021 12:22 UTC