JAG is preparing to relaunch its iconic denimwear range, with a capsule release next month and a broader rollout in 2023.
Founded by Australian designer Adele Palmer in 1972, JAG found international success with jeans and denim ready-to-wear collections. The brand currently offers a limited range of denim on its website, alongside classic shirts, chinos and summer-style dresses.
Speaking exclusively with Ragtrader, JAG head of brand Samantha De Kauwe and senior design and product manager Katie Von Dadelszen confirmed the news.
“I feel like we'll be truly celebrating the 50th birthday in early 2023,” De Kauwe said. “We have that iconic legacy in denim, and we're just really looking forward to celebrating it with our customers and our brand fans early in the new year."
The AW23 collection will incorporate 26 new denim pieces, 21 for womenswear and five for menswear. It will include new denim shapes from relaxed fits, bootlegs, flares and cargoes with fashion pieces featuring garment dyes, patch pockets and vintage washes.
The collection starts at $90 for denim minis, $120 for denim shirts, $120 to $140 for jeans, $180 for denim jackets and dresses and $320 for a denim jumpsuit. David Jones, The Iconic and New Zealand department store Smith and Caughey's have been secured as stockists, alongside the brand's recently revamped eCommerce platform.
Von Dadelszen said classic styles in contemporary cuts will feature heavily, with non-denim categories such as tees and shirts designed to be worn back with denim.
“We've gone really heavily into more responsible fabrications, and natural, breathable organic cottons and linens," she said. "If you look at some of our archive imagery from JAG, Adele Palmer started the brand on natural fabrics and low impact.
“I'm trying to make that tee that everyone can wear - really beautiful organic cottons with that signature JAG detailing. We want to bring those brand pips back, contrast covers stitch on the back seams, just so that there's a little bit of a quirk and super soft hand feel fabrics."
Dadelszen confirmed prints will also feature more prominently in collections, with designs hand-painted in house by the company's textile designer or through partnerships with artists. The brand currently utilises organic cottons and will soon be using European certified linens for basics, alongside Chinese and Turkish fabrics for denim.
JAG has also made small changes to its garment finishes, with Dadelszen saying that its new denim range will not include rivets. The range is manufactured in China and Indonesia.
“A long term goal for us to get towards being a more circular fashion brand and enabling the garments to be broken down easier at the end of their lifecycle. I think when you're aiming for circularity, every little detail makes a big difference. While we've really focused heavily on fabrics, the next step will definitely be trims and washes."
JAG launched with washed indigo denim jeans in 1972. The brand is now owned and operated by Sydney-based brand house APG & Co.