jag

Founded in 1972 by Adele Palmer on Melbourne’s Chapel Street, JAG originated as a pioneering force in Australian denim. Palmer, who began designing her own jeans to achieve a more flattering fit, propelled the label to international recognition, making it the first Australian denim brand to launch in the US market in 1978. The brand quickly garnered a star-studded following, worn by cultural icons like Steve McQueen and Jackie Onassis.

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