Journal/JAG World/A Wardrobe Designed for Australian Life

A Wardrobe Designed for Australian Life

22 Mar 2024

JAG was born in 1972 on Chapel Street in Melbourne. Founded by Adele Palmer, her unique vision took denim innovation to the world. Following the jeans boom of the 1970s, JAG quickly secured a star-studded following including style icons Steve McQueen, Jackie Onassis, and Bianca and Mick Jagger. More than 40 years later, JAG is known for creating modern, quality denim with great fit. Beyond denim, JAG’s curated approach to off-duty wardrobes has resulted in iconic pieces like the Sabine Dress.

JAG is part of an umbrella of brands owned by APG & Co, a leader in the Australian fashion industry. This is an assembly of renowned fashion retailers that include acclaimed workwear brand, SABA, and the original Australian sportswear brand, Sportscraft. Many of the pillars that make Jag one of the country’s most iconic fashion and lifestyle brands, also define APG & Co’s other labels.

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From sporting sidelines to days in the office and weekends spent with friends and family, each of these brands has a storied, homegrown history, and celebrates a unique aspect of Australian life.

Saba workwear

SABA: A modern take on workwear

SABA is a thought-provoking take on classic Australian workwear, defined by superior tailoring and modern simplicity. SABA’s effortless and considered design signature grew from founder Joe Saba’s focus on improvement and innovation. Half a century on, that philosophy is upheld in the beautiful lines and confident cuts of SABA’s contemporary edits. The signature suiting range, including the crease-resistant Dharma, has become a central component of work and travel wardrobes around the country.

From sporting spectators to professional offices and laidback weekends, APG & Co. is part of the fabric of Australian life. Discover the superior quality and impeccable fit synonymous with a Sportscraft wardrobe in its other brands – SABA and JAG.

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Sportscraft: The original Australian sportswear brand

In 1914, tailor Wolf Bardas emigrated to Melbourne from London with an advanced pleating machine that was to form the basis of one of the country's most trusted fashion and lifestyle brands. Epitomising the newfound freedoms of post-war Australia, the brand was known for its relaxed womenswear and liberated sportswear designs. Today, Sportscraft is proud to be the official designers of the Australian Olympic Team blazers. Responsible for designing both the opening and closing ceremony uniforms, Ian Chesterman, Chef de Mission for the 2020 Australian Olympic Team called the brand "a true reflection of the Australian lifestyle." The brand continues to champion a sporting lifestyle in everything it does. One of the brand’s most celebrated pieces is its pants – quality essentials like the Bedford Jean and Evie Capri that Australia has relied on for decades.




5 Colours
2 for $100 women's tees & tanks2 for $100 women's tees & tanks


  • SAND
2 Colours