JAG is celebrating 50 years in business, following the launch of its washed indigo denim jeans in 1972.
The brand has shared its campaign archives as part of the milestone year, including an extensive selection of photos from its landmark 80s era.
“JAG has an amazing legacy built over the last half a century on a cult celebrity following and effortless denim styling,” JAG head of brand Samantha De Kauwe said. "The next chapter is to take JAG into the 2020s, while building on that iconic brand heritage.”
JAG founders Adele and Rob Palmer introduced a contemporary sportswear look to denim, which is now woven into the streetwear aesthetic of today.
The brand launched into the US market shortly after inception, sitting alongside American labels such as Calvin Klein and Ralph Lauren and clients including Frank Sinatra and Jackie Onsassis.
The brand capitalised on market trends through the 1970s with bell-bottoms and flares paired with embroidered and faded denim, which are reportedly making a return today.
JAG is now owned by APG & Co and plans to stay true to the heritage of the brand, while ensuring its place in the denim space and ongoing relevance in today’s market.
“We’re very excited to celebrate JAG’s milestone of 50 years and the journey the brand has been on over this time,” APG & Co CEO Elisha Hopkinson said. “JAG’s rich heritage in denim and quality casualwear is iconic, so we are looking forward to all that is to come in 2023 and beyond.”
Stay tuned for Ragtrader's exclusive interview with JAG’s Head of Brand Sam De Kauwe and Senior Design & Product Manager Katie Von Dadelszen.