Founded on Melbourne’s bustling Chapel Street in 1972, by Australian designer Adele Palmer, JAG established its place in the Australian fashion landscape by fast becoming a staple brand with its innovative design in stylish casual wear.
Two years later the brand was taken to the United States by its founders, becoming a Hollywood favourite worn by iconic stars such as Robert Redford, Paul Newman, John Lennon, Cher + Bianca Jagger, who all shopped the brand from its Beverley Hills boutique. This led to JAG being stocked by all of the best American fashion retailers and resulted in huge brand awareness + affinity across the USA, Canada, New Zealand and Japan.
For decades JAG decorated the butts of Aussies + Americans alike, in their signature JAG jeans featuring the triangle logo and easy styling pieces worn back with denim. Our founding DNA; jeans and sportswear was processed, stone washed, overdyed, relaxed and slightly recycled in its hey day, as it is today.
