For timeless street sensibility without pretence or fuss, turn to Melbourne-born denim brand JAG. Born on Chapel Street in 1972, JAG was the platform for founder Adele Palmer’s innovative denim development vision. In the 40 years since, JAG has grown from humble jeans store to a global leader in contemporary casual style.

JAG rode the denim jeans revolution of the 1970s, securing a star-studded cult following and counting the likes of Jackie Onassis, Mick and Bianca Jagger and Steve McQueen as fans. With the tick of approval from some of the world’s leading style icons, JAG quickly became synonymous with designer-quality denim at an accessible price. Over four decades later, the brand has perfected its denim offerings and developed a seasonal capsule of wardrobe essentials that fuse casual wearability with urban utility.

THE ICONIC’s extensive edit of JAG for men and women will keep your wardrobe stocked and stylish season after season. Our collection of core chinos, pants, shorts and jeans has something to suit every climate, whether it’s a relaxed weekend or everyday routine that calls for dependable denim in classic cuts and washes. Shirts, blouses and polo tops in quality cotton are perfect for when you need to keep things buttoned up, while our edit of fashion tops, knitwear and tees make off-duty dressing a breeze. For casual essentials with a contemporary twist, shop THE ICONIC’s range of JAG today.