JAG was born in 1972 on Chapel Street in Melbourne- the only fashion store on a street filled with butchers. Founded by Adele Palmer, her unique vision took denim innovation to the world, labeling JAG as the original Australian denim brand. Following the jeans boom of the 70’s, JAG quickly secured a star studded following including style icons like Steve McQueen, Jackie Onassis and Bianca & Mick Jagger. JAG soon became synonymous with designer denim around the world. 40 years later we still live for denim. Our exclusive denim designers ensure the fit, wash, cut and detailing is obsessed over, so that JAG denim becomes your future wardrobe favourite. We express our devotion to denim in handpicking the best fabric and makers across the globe for each garment. We are fanatics for the details. Everything in our range is designed to be worn back with denim, so you can be comfortably cool from casual weekends to nights out.