ABOUT US

21 May 2024

JAG is designed to offer high-quality and easy-to-wear wardrobe staples under a modern lens that reflects the relaxed and laidback mood of a coastal Australian lifestyle.

Our core values lie in our product design and fit, high-quality finishes and responsible production. Our collections are versatile, buildable, and interchangeable, aiming to provide a transeasonal capsule wardrobe designed for a wide range of lifestyles. We live by the ‘work-to-weekend’ styling, offering better basics, denim and layering staples that can equally be worn in the office and on the weekend, keeping up with the busy Australian outdoorsy lifestyles.

We pride ourselves on our focus on responsible design and production, using natural fibers wherever possible, and incorporating certified fibers, including organic traceable cotton, European linen, and LENZING™ ECOVERO™ and TENCEL™. Quality pieces that are made to last are part of our ethos. We work closely with our suppliers to create beautifully constructed, considered garments with a focus on longevity.

You can also find more information on our group website at APG & Co.

JAG was born in 1972 on Chapel Street in Melbourne. Founded by Adele Palmer, her unique vision took denim innovation to the world, labelling JAG as the original Australian denim brand. In 1978, JAG became the first Australian jeans brand to launch in the US, which lead to the brand quickly securing a star-studded following including style icons Steve McQueen, Jackie Onassis, and Bianca and Mick Jagger.

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