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Lorna Jane is renaming the range of ‘antivirus’ clothing after being flung because she claims it stops diseases

Lorna Jane is forced to rename her new ‘antivirus’ active clothing after being beaten for claiming it ‘stopped’ the spread of disease

  • Lorna Jane is being investigated for breaking the therapeutic goods law
  • The new clothing line of the active wear brand is said to protect against viruses
  • Medical professionals accuse the brand of trying to exploit COVID-19 panic

Lorna Jane has been forced to rename her new active clothes after claiming that the clothes were “protected from viruses and germs.”

The company was forced to advertise its ‘exclusive’ LJ Shield technology after it was accused of taking advantage of COVID-19 panic.

The company is being investigated for violating the Therapeutic Goods Act, which could be fined up to $ 11 million if they did.

Lorna Jane has been forced to rename her new active clothes after claiming that the clothes were “protected against viruses and germs” (photo: Lorna Jane active clothes)

Lorna Jane was forced to advertise her 'exclusive' LJ Shield technology

Lorna Jane was forced to advertise her 'exclusive' LJ Shield technology

Lorna Jane was forced to advertise her ‘exclusive’ LJ Shield technology

The active clothing brand has been accused of trying to take advantage of COVID-19 anxiety (shown: a model poses in Lorna Jane activewear)

The active clothing brand has been accused of trying to take advantage of COVID-19 anxiety (shown: a model poses in Lorna Jane activewear)

The active clothing brand has been accused of trying to take advantage of COVID-19 anxiety (shown: a model poses in Lorna Jane activewear)

Online marketing material suggested that Lorna Jane had developed a technology that could be sprayed onto clothing to stop the spread of bacteria.

The website claimed that the LJ shield “breaks through the membrane shell of all toxic diseases,” including “bacteria or germs that come into contact with it, not only kill those microbes but prevent them from multiplying.”

The President of the Royal Australian College of General Practition, Dr. Harry Nespolon, beat the company and accused it of deliberately misleading buyers.

“Active clothing is great for the gym, but it can’t protect you from viruses or bacteria,” said Dr. Nespolon.

“I suspect Lorna Jane is cynically trying to exploit the fears associated with the COVID-19 pandemic to sell clothes.”

He said it was irresponsible advice that could appease people into a false sense of security.

“If you spray their product on a fabric and expect it to act as a ‘shield of protection’ for you by breaking through the ‘membrane of all toxic diseases’, I have bad news for you – this won’t happen,” he said .

Since complaints were made about the new active wear technology, the branding has been taken off the website and changed to remove every mention of the word virus

Since complaints were made about the new active wear technology, the branding has been taken off the website and changed to remove every mention of the word virus

Since complaints were made about the new active wear technology, the branding has been removed from the website and changed to remove every mention of the word virus

The new materials instead refer to the technology as 'antibacterial'

The new materials instead refer to the technology as 'antibacterial'

The new materials instead refer to the technology as ‘antibacterial’

“The only thing” ended “by the” shield particles “is the money in your bank account.”

The branding has since been taken from the website and changed to remove every mention of the word virus.

The new materials call the technology ‘antibacterial’.

“We don’t want to alarm you, but we’ve been avoiding germs long before COVID-19,” the website now reads.

The active clothing brand was founded by Lorna Jane Clarkson (photo)

The active clothing brand was founded by Lorna Jane Clarkson (photo)

The active clothing brand was founded by Lorna Jane Clarkson (photo)

A Lorna Jane spokesperson denied that they were trying to take advantage of the fear environment.

“We started working on this technology at the beginning of the year when we mentioned it … we didn’t want to mislead anyone,” the spokeswoman told Daily Mail Australia.

“We’re not trying to take advantage of the fear surrounding COVID-19 in any way because we were developing it and working on it with our partners before the outbreak.

“Our tests show that LJ Shield is an important part of stopping the spread of both bacteria and viral infections and should be used in conjunction with other precautions such as face masks and thorough and frequent hand washing.”

The Therapeutic Goods Administration investigates the company’s claims.

“With few exceptions, it claims that a product can prevent infection with coronavirus or other microorganisms that can cause disease, are claims for therapeutic use and result in the product being a therapeutic good and therefore subject to good therapeutic regulation.” , said the TGA ABC news.

Lorna Jane has been contacted for comment.

A Lorna Jane spokesperson denied that they were trying to take advantage of the environment of fear (Image: Lorna Jane Clarkson)

A Lorna Jane spokesperson denied that they were trying to take advantage of the environment of fear (Image: Lorna Jane Clarkson)

A Lorna Jane spokesperson denied that they were trying to take advantage of the environment of fear (Image: Lorna Jane Clarkson)

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