Welcome To: A New Era Of JAG Denim

As winter settles in, our wardrobes shift to richer tones, heavier textures, and thoughtful layering. This season at JAG, it's all about elevated essentials in colours that speak to comfort, confidence, and timeless style. From deep chocolates to bold wines and heritage denim, here’s what’s trending now.

Go behind the seams with JAG as we share our commitment to sustainable denim—highlighting the people, processes, and purpose behind every pair we create.

Introducing our new denim series; reimagined and revitalised. Crafted with a forever fit; from its foundation to its final wash, we’ve declared a new take on denim.

Denim is the hardest working part of any wardrobe. It’s a timeless staple that we turn to as part of our everyday wardrobe, and at JAG, we have been perfecting denim since 1972. Taking care of it is in our genes.

Make him a JAG DAD with our ultimate list of easy gifting pieces for the everyday dad. Treat the man in your life to a gift from our inspired edit, featuring must-have linen travel pieces, luxe watches, everyday basics for him and more.

Yuwaalaraay wirringgaa Lucy Simpson is Creative Director and Principal Designer and Maker behind Gaawaa Miyay, a First Nations process led studio. Lucy’s work is grounded in and guided by the timeless and sophisticated philosophies of First Nations design.

Layering this season is a necessity. Achieving functionality and the ultimate aesthetic for your winter ensembles can be mastered through the art of layering. The colder months can be unpredictable however, layering can easily be adapted to suit the changing climate.

JAG is exploring the next frontier in digital design by introducing 3D Virtual Fashion Technology that is revolutionizing the way we design and develop our apparel. The use of this innovative technology allows us to dramatically reduce sample waste, trial unlimited fabrications and print layouts in turn reducing sample production by over 50% and improving design sustainability ethos.

Discover a curated edit of the top winter staple pieces from our AW23 collection. Introducing our AW23 winter collection; a celebration of core investment pieces made to last you year after year. No capsule wardrobe is complete without a selection of key pieces that can easily be adapted to suit any outfit and any occasion.

After 50 years of fashion history, JAG has arrived at its 50th birthday, and how better to celebrate than with a signature denim shape? We’ve been doing it for half a century.

Denim is a timeless fabric that has become a wardrobe staple. Renowned for its durability, versatility, and effortless style, denim has stood the test of time and continues to be a go-to choice for both casual and dressier occasions. Its ability to effortlessly match with any outfit makes it an essential investment piece in every wardrobe. Whether you're looking for a classic, relaxed, or oversized fit, JAG has you covered.

Meet the mums who make our brand what it is today, featured in our latest AW23 collection.

With the colder season in full bloom, mastering the art of layering is a must. This styling technique effortlessly elevates your look while also being extremely practical in winter.

To mend and make whole again. This season we bring our heritage in denim and basics to the forefront while we work towards better material choices, increased traceability and exploration of circular design principles. Explore a collection where workroom utility meets effortlessly easy knits and where brushed plaid checks clash against painterly dye prints.