high quality denim fabrics

our mission and
who we are.

Australia’s destination for consciously designed apparel, to take you on your journey.

At JAG we design our products for life with nature in mind. We are focused on using high quality low impact materials, which can be worn for a lifetime. Between now and 2025, we will continue to utilise lower impact materials and work to make our JAG product better than before.

We want to take you on our journey of consciously designed and produced apparel so you can feel confident to take us on your journey.

Our three key priorities for 2025 are:

To have 95% of our products made using Low Impact Materials.

At JAG we have developed a Low Impact Materials Matrix, which rates material’s overall ‘impacts’ (water, emissions, chemicals and waste). Our materials are also considered by their value in the circular economy, by taking into consideration their eventual value of composability or recyclability.

We want to increase our Low Impact Materials from 56% of total product volume in 2021, to 95% in 2025. Why only 95%? Because if we also want to guarantee the quality and longevity of each JAG piece, we may have some materials which we just can’t fit into the matrix, or have to be a blend of 3 or more fibres to get that absolutely PERFECT feel which can last a lifetime.

To produce a range of product which is fully prepared for the circular economy.

What is this circular or circular economy thing we keep talking about? Well we know that planet earth has finite resources – what we have on planet earth is all we have. The circular economy recognises that there is no ‘away’, and will transform our world from a ‘linear’ system where we ‘take – make – use – and dispose’ to a circular system where everything is used for longer then recycled. The circular economy is built on 3 pillars:

  • Design out waste and pollution;
  • Keep products and materials in use for longer;
  • Regenerate natural systems (preserve and improve soil and ecosystems).
To reduce waste in our business.We aim to have 100% recyclable packaging by 2025, while also increasing the life of our garments.

Rubbish sucks and so does wasting things. At JAG we want to reduce as much waste as possible in our business, production, with our packaging and we don’t want our garments to ever be considered waste.

Our first big focus is on the packaging you receive from us. We have already swapped to using recyclable paper satchels for all our online orders, these can go straight into your recycle bin at home and paper is easily recycled.

Low Impact Materials Matrix

Phase Out
Can’t be recycled or composted
Can’t be recycled or composted
Extra work to be recycled or composted
Can be fully recycled or composted
Are recycled, can be composted*
  • Cotton
  • Australian Cotton
  • Generic Organic Cotton
  • GOTS Cotton
  • Certified Recycled Cotton & GOTS cotton
  • Chemically retted linen *
  • Water or Mechanically retted Linen *
  • Responsibly Sourced Linen
  • European Flax Certification
  • GOTS certified linen
  • Viscose
  • Lyocell
  • Responsibly sourced viscose
  • Lenzing EcoVero
  • Lenzing Modal
  • Responsibly Sourced Lyocell
  • Lenzing Tencel
  • Lenzing Refibra
  • Wool
  • Cashmere
  • Mohair
  • Woolmark
  • Yak
  • Responsible Wool Standard Wool
  • Responsible Mohair Standard mohair
  • Recycled Wool
  • Conventional Polyester
  • Conventional Nylon
  • Biosynthetics
  • Recycled Polyester * *

* Retting is the process to remove the linen fibre from the flax stalk, see our definitions page for more information.
**Polyester can’t be composted – all polyester should be avoided, recycled or not.


Our Low Impact Materials Matrix is based off the Ellen MacArthur Foundation principles, which considers:
  • The waste and pollution (including chemicals and water) in production, and when you are done with your JAG garment.
  • Using recycled materials and making sure a garment can be used for as long as possible,
  • When a garment is finally completely worn out, it can either be recycled or composted in a way that improves soil quality.
jag cotton linen fabrics
cotton plant


  • How is cotton grown and processed? This is the typical type of cotton used within the fashion and textiles industry. Conventional cotton is grown and processed without the consideration of any labour, environmental or chemical impacts. The aim of this cotton production is to grow cotton the fastest and cheapest way which provides the highest yield.

  • GOTS: The Global Organic Textiles Standard (GOTS) is the leading organic cotton standard. Organic Cotton is grown from non-genetically modified seeds, without the use of synthetic chemicals on an organic certified farm. It is then segregated from conventional cotton through the entire supply chain, with no mixing allowed whilst also taking into consideration human rights and environmental impacts at every stage, including dying, printing, and packaging.

  • Organic Cotton: Grown from non-genetically modified seeds, without the use of synthetic fertilisers, herbicides or pesticides on an organic certified farm. It is then segregated from conventional cotton through the entire supply chain, with no mixing allowed.

  • Recycled Cotton: Cotton fabric, which is shredded down by machines back into fibres, then re-spun to create a new yarn. Mechanically recycling fibres shortens the length of the fibres meaning that all recycled cotton needs to be mixed with virgin cotton for strength – only a maximum of 20% recycled cotton can be used. Recycled cotton should be mixed with a environmentally friendly cotton, otherwise the benefits become outweighed.

man made cellulosics (Viscose, Lyocell, Rayon):

  • What are man made cellulosics? Viscose is the most common Man Made Cellulosic available. This fibre is created using the viscose method to break down wood materials. This process requires Caustic Soda and a long chemical and water heavy process to turn the wood into a soft pulp. Is there is no consideration around wood sourcing, trees can be felled from old growth forests or areas which are protected from logging.

  • Lyocell: Fibre created using the lyocell method. Lyocell converts wool pulp into a cellulose solution by using an organic compound called NMMO, which can be fully removed from the processing water and often recycled to use on other lyocell production. NMMO is not harmful to humans, animals, or the environment.

  • Responsibly Sourced Viscose or Lyocell: There are a range of different brands of branded viscose/ modal/ lyocell. These follow the standard viscose process but come with additional wood sourcing certifications to ensure that wood doesn’t come from protected areas. These brands also offer supply chain transparency, chemicals management, water management processes.

  • LENZING ECO VERO or LENZING TENCEL: LENZING is the leading brand of MMC’s on the market. LENZING Eco Vero is their branded Viscose, and LENZING Tencel is their Lycocell. These use responsible forestry certifications to ensure that wood is sourced from plantations rather than old growth forests. LENZING also uses a range of chemicals systems, water reduction and energy reduction programs.

cotton plants
amy cotton poplin shoulder top


  • What is linen? Linen is the soft fibres inside the hard wooden stalk of flax plants. Removing the linen fibre from the inner stalk is called retting and can be done by using chemicals, water, or machine methods. Once the linen is removed it is spun into yarn, made into fabric and then into garments. The linen can be dyed, printed, and treated, which can make the linen non-compostable or difficult to recycle.

  • Conventional Linen with Generic Chemicals management certification: Linen grown in a conventional manner, however has a chemicals management certification in the processes including retting and dyeing. Using one of the certified chemicals management systems we could ensure that toxic chemicals are not used in within certain processes.

  • The European Flax certification: Is flax grown in 14 EU countries under a set of growing standards. European flax is grown using zero irrigation, no GMO’s, zero waste and fibre must be extracted by mechanical extraction. All labour needs to follow the ILO’s guidelines. All stages in the supply chain (except growers and brand) require annual audits and Transaction Certificates to track movement of product.

linen fabric

wool & animal hair:

  • What is wool? Wool comes from the fleece of a sheep, which is separated depending on its thickness, then cleaned and processed. Conventional wool is grown and processed without considerations of animal rights, environmental, yarn treatment or chemicals management.
    Animal rights are important with wool sourcing.

  • What is Yak hair? Yak’s are commonly herded in the vast plains in Tibet and Mongolia, as this is where these animals are native. They are often herded by nomadic tribes which care for their small Yak herd. The big wooly Yaks are combed when they are shedding, and this shed hair is collected, classified and sold. Its perfect for cold weather as Yaks have lived in cold climates for thousands of years. Yaks in small herds help to regenerate systems as they eat plants, but don’t pull the roots out of the ground and or disrupt the soil with their big, flat hooves.

  • Woolmark: Wool from Australian sheep. The sheep are raised following a range of breeding and raising practices to ensure that the animals are humanely treated, and the land is respected in the farming. Wool is then passed along the supply chain through audited and certified suppliers.

isla v back knits


  • What is Polyester? Polyester is a petroleum-based material which is extracted from the ground in the oil mining process.
    Petroleum is a finite material, which is believed will run out within the next century.
    Oil extraction has one of the highest environmental/ climate impacts.

  • Recycled Polyester? Recycled Polyester is created by mechanically shredding waste (commonly plastic bottles) into small flakes, melting them down to chips, which are then spun into fabric. For this process we use the ‘Scope’ and ‘Transaction’ certificates to track the materials through the supply chain.

this is not all we do.

This is not all we do at JAG, this is just what we focus on talking about.
This is all part of a much broader strategy which our parent company undertakes.
If you want to learn more about:
Our human rights policies in Code of Conduct and Global Sourcing Principles
How we ethically source across our supply chain.
Where we source from for our factory base
Our Living Wage Policy
Our Modern Slavery Statement

Please follow the link below to our corporate website to read further into the full ethical principles that build the entire foundations of our business.