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.
Following the jeans boom of the '70s, JAG quickly secured a star studded following including style icons Steve McQueen, Jackie Onassis, Bianca & Mick Jagger. JAG soon became synonymous with designer denim around the world.
More than 40 years later, JAG is known for creating modern fashion denim with great fit, and a casual urban range designed to be worn back with denim for work, after work and on the weekend.