Activewear label Lorna Jane has issued a statement regarding it's Lorna Jane Shield technology, after it came under fire in the media.
In an article, the ABC's Hack publication stated that the Lorna Jane Shield technology and products are a, "misleading and cynical attempt to exploit pandemic fears and will not stop users from getting COVID-19 or any other infectious disease."
Responding to this piece, Lorna Jane said that the technology isn't new and tests have shown that it is effective in reducing bacteria.
"The health and wellness of our customers and our people have always been a priority for us.
"We started out over two years ago working on a solution to solve the issues around germs/contamination of garments in our retail stores and to minimise skin to garment contact through the manufacturing process, delivery and our in-store experience.
"People think when they try on a garment they are the first ones to wear it but you have no idea how many people have touched or tried it on prior.
"In a sense you could be touching somebody’s arm pit or groin and with our garments worn so close to the body we knew we had to do something better.
"This was when we launched our First Wear initiative in 2017 and LJ Shield is the next evolution.
"LJ Shield is not a new technology, our lab partner Fuse Biotech in Taiwan and the USA have been using it to spray hard surfaces in gyms to protect equipment and fitness areas from bacteria that feeds on sweat.
"[The technology has also been used] within the hospitality industry to protect guests from harmful pathogens that reside on uncommonly cleaned areas such as remote controls, light switches and on bedding to protect from bed bugs, for years now.
"Testing conducted by Intertek in Taiwan who conduct total quality assurance testing, inspecting and certification services proved a 99.99% reduction of bacteria on the fabric tested that used this technology," Lorna Jane said.
The label added that it is in the process of getting the technology tested here in Australia.
"It is in for FDA approval and we are in the works of getting it tested by local Australian testing authorities – the National Association of Testing Authorities (NATA), the National Measurement Institute (NMI) and RMIT University textile testing.
"With everything that is transpiring with COVID we deemed it necessary to speed up the release of this technology to our customers, knowing it has already been tested and proven globally and continue to work on getting it tested locally also.
"We are not saying that LJ Shield will stop you coming into contact with bacteria, [but] we are saying LJ Shield is an added protection like hand sanitiser but for the clothes you wear.
"A virus cannot live for prolonged timeframes on any surface without a host such as bacteria, mould or fungus. LJ Shield properties work to break down and kill these hosts.
"It’s no different to washing your hands, this is just another step you can take for further protection from spreading germs," the business said.
Lorna Jane then went on to quash claims that it is profiteering off the fear around COVID-19.
"We are not trying to profiteer in any way on the fear around COVID-19 because we were developing this and working with our partners on this before the outbreak, and are not charging our customers for this technology.
"This is something we are doing because we believe in it and want to protect our customers in any way we can.
"This is just the start for us in developing applications for our fabrics to continue providing our customers with the best activewear.
"The fashion industry has to change, it’s just not good enough selling garments that are not protected in some way.
"Our customers and our people deserve the best that’s why we will continue to do everything we can to protect them now and into the future.
"We hope one day there is a cure for COVID, but this isn’t it.
"This is our contribution to try and minimise the spread of germs and bacteria and to provide a better safeguard," the business said.