CLANCY OVERELL | Editor | CONTACT
Hundreds of Lorna Jane outlets around the country have been left reeling this week, after thousands of young mothers rush to kit themselves out for the schoolyard catwalk in the unofficial activewear convention.
While the 2019 Book Week festivities have resulted in a bottle neck of pressure for educators, young families, and primary school students – the retail sector also appears to be under the pump.
Athleisure companies right around Australia have been left short of stock, with truckloads of supplies running back and forth from the factory outlets and storage facilities.
A spokesperson for the iconic sporting and leisure multinational Lorna Jane says they haven’t seen anything like Book Week 2019.
“This is our Vietnam” says head of PR, Ava Laydown.
“As retailer, we are at the centre of the biggest battle of our lives, and it doesn’t look like we are winning”
“These women have left scorched earth behind them. Right now we are dealing with a critical shortage of yoga pants and those zippy jackets that people go running in”
One the other side of the parental gender divide, however, it seems the dad’s present at this year’s Book Week don’t give a fuck at all.
“I nearly came barefoot” says local stay-at-home-father-of-three, Karlos Carlson (45, Betoota Base Public School).
“It was a bit cold so I put on the crocs and my Betoota Bulls hoodie… But some of these mums are going all out”
“There’s still price tags on some of em”
With Book Week coinciding with the finals season for junior club football competitions, Lorna Jane and PE Nation are expected to report record-breaking quarters