AG
AG, originally AG Adriano Goldschmied and now known as AG Jeans, is an American premium denim brand. It makes jeans and casualwear for women and men and carries the initials of Italian denim pioneer Adriano Goldschmied.
| Origin | United States |
|---|---|
| Also known as | AG Jeans |
| Namesake | Adriano Goldschmied |
| Category | Premium denim |
| Website | agjeans.com |
What is AG?
AG is an American premium denim brand that began as AG Adriano Goldschmied and today trades as AG Jeans. It produces jeans alongside casual tops, jackets and other denim-led pieces for women and men.
History
The brand takes its name from Adriano Goldschmied, the Italian designer widely known as the "Godfather of Denim", who was involved in its early days. Born in Trieste in 1944, Goldschmied opened his first store in Cortina d'Ampezzo in 1970 and in 1978 established the Genius Group with partners including Renzo Rosso. He co-founded Diesel, was involved in the early days of Replay and later worked with Citizens of Humanity and its sibling label GoldSign. He died in April 2026, aged 82.
Products and positioning
AG sits in the premium segment of the jeans market. Its offer centres on:
- Women's and men's jeans in a wide range of fits and washes
- Denim jackets and casual tops
- A focus on fabric quality and finishing
Why it matters
AG belongs to the generation of premium American denim labels shaped by Goldschmied's ideas about fabric, fit and finishing, which also included his advocacy for reducing the environmental impact of denim production.
Frequently asked questions
What does AG stand for in AG Jeans?
AG stands for Adriano Goldschmied, the Italian designer known as the "Godfather of Denim", who was involved in the brand's early days.
What does AG sell?
AG sells premium jeans and denim-led casualwear for women and men.