Adrian Norris and Edwina Forest: The Founders of Aje
Aje was founded in 2008 by Adrian Norris and Edwina Forest, two friends who still lead the label. Forest is the creative director, and Norris is the chief executive. Between them they have taken Aje from a small Queensland label to Australian Fashion Week and Paris. Here is who they are and how they built the house.
Adrian Norris, co-founder and CEO
Adrian Norris trained at the Liceo Artistico in Venice before turning to fashion. He is Aje’s co-founder and chief executive, and leads the business side of the house. Our Aje history timeline covers the label’s growth year by year.
Edwina Forest, co-founder and creative director
Edwina Forest worked at the Australian fashion magazine RUSSH before co-founding Aje. As creative director she sets the look of each collection, the mix of tough and feminine, structure and volume that the label is known for. Aje’s design process starts with sketches, toiles and hand-painted prints, which our guide to Aje’s quality explains.
How they met
Norris and Forest met in Brisbane in 2005 and became close friends. Three years later they launched Aje while living on the Queensland coast. The name began as an acronym for “Adrian Joins Edwina”, and it is pronounced “age”.
What they have built
Under the two founders Aje has grown to more than 20 stores across Australia and New Zealand, launched the Aje Athletica activewear label in 2021 and added the everyday Aje Studio line. In May 2026 they presented the Resort 2027 collection, Siren, at Australian Fashion Week in Sydney, after taking Aje to Paris Fashion Week with Summer 26, Rebel Rebel. See our Aje Resort 2027 edit and the full Aje edit at Coveti.
Frequently asked questions
Who founded Aje?
Adrian Norris and Edwina Forest founded Aje in 2008.
Who is the creative director of Aje?
Edwina Forest, Aje’s co-founder, is the creative director.
Who is the CEO of Aje?
Adrian Norris, Aje’s co-founder, is the chief executive.
How did the Aje founders meet?
Adrian Norris and Edwina Forest met in Brisbane in 2005 and launched Aje together three years later.
What does Aje stand for?
The name began as an acronym for “Adrian Joins Edwina”.
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