JAG is an effortlessly stylish brand for the casual Australian lifestyle, established on responsible design principals.

Created by Australian designer Adele Palmer as Jag Jeans & Sportswear, the brand was launched on the Australian market in 1972, soon becoming the epitome of high fashion denim with innovative design + fashionable casual wear.

The JAG founding DNA was jeans + sportswear that was processed, stone washed, overdyed, relaxed + slightly recycled in its hey day. Today, it's focus lies in responsible design and production, focusing on effortless style with considered details, and is anchored in denim and better basics.