JAG
APG & Co · Australia
JAG is an Australian denim and casualwear brand founded in Melbourne in 1972 by designer Adele Palmer. Owned by APG & Co since 2013, it makes jeans, shirts, knitwear and casual clothing for women and men.
| Founded | 1972, Melbourne |
|---|---|
| Founder | Adele Palmer |
| Owner | APG & Co (since 2013) |
| Signature category | Denim |
| Website | jag.com.au |
What is JAG?
JAG is an Australian fashion brand founded in 1972 by designer Adele Palmer, who launched it on Chapel Street in Melbourne as Jag Jeans and Sportswear. The brand is headquartered in Melbourne and has been owned since 2013 by APG & Co, whose portfolio also includes Sportscraft and SABA.
Products and positioning
Denim remains JAG's signature category. Around it the brand offers:
- Jeans and denim jackets
- Shirts, T-shirts and knitwear
- Dresses, pants, shorts and outerwear
- Footwear and accessories
The collections are positioned as premium casualwear with a relaxed Australian coastal style, focused on wardrobe staples that move between work and weekends, with an emphasis on quality and responsible sourcing.
Distribution
In Australia JAG sells through its own online store, standalone stores, department stores and selected fashion retailers. In the Philippines it has a brand storefront on Lazada, where it has offered collaborations with local celebrities Daniel Padilla and Nadine Lustre.
Why it matters
With more than 50 years of history, JAG is one of Australia's longest-running denim labels and an example of a heritage brand managed within a multi-brand fashion group.
Frequently asked questions
Where is JAG from?
JAG is an Australian brand founded on Chapel Street in Melbourne in 1972 and still headquartered there.
Who founded JAG?
JAG was founded by Australian designer Adele Palmer as Jag Jeans and Sportswear.