Now at Westfield Kotara

Dedicated to raw beauty, tough femininity and effortless cool.

Lovers of fashion will be well aware of the brand Aje, pronounced 'Age' in case you weren't sure.

Created by best friends Adrian Norris and Edwina Forest back in 2008, the brand has reached almost every pinnacle in the fashion world, and on Thursday 4th July Newcastle is set to become home to their 18th boutique with the doors opening at Westfield Kotara.

The opening of the Newcastle store also coincides with the launch of their latest collection 'VICE'. Working with Bambi Northwood-Blyth 'VICE' encapsulates the mood of Australia's infamous Surfers Paradise interlaced with a heady dash of nineties glamour - a collision of the kitsch and the fabulous!

The quintessentially Australian fashion house that is dedicated to raw beauty, tough femininity and effortless cool is the coming together of Adrian’s training at the acclaimed Venetian art school, Liceo Artistico Venezia, and Edwina’s years of experience at leading fashion magazine, Russh. 

The Aje story begins on the coasts of Queensland where Adrian and Edwina grew up before moving on to big cities, and what became apparent to them both was an increasing divide between coastal and urban style. The duo went about bridging this divide by creating pieces that could take people not just to the beach but could resonate in their wardrobes when returning to their normal city lives.

With the Aje headquarters now based in Paddington, Sydney, their first international store set to open in September this year, and more on the way, the road ahead looks to be an exciting one. However it hasn't always been easy for Adrian and Edwina, many mistakes have been made and lessons learned along the way, but with every fall, they have grown and invested in Aje, building this incredible business to what it is today. 

In the coming weeks we'll be chatting with Adrian to take you behind the Aje scenes and learn a little more about this incredible Australian fashion brand.