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In 1972, JAG was established by Australian designer Adele Palmer on Chapel Street in Melbourne, quickly gaining popularity for its innovative and stylish casual wear. Two years later, the brand expanded to the United States, becoming a favorite among Hollywood stars such as Robert Redford, Paul Newman, John Lennon, Cher, and Bianca Jagger, who all shopped at the Beverley Hills boutique. As a result, JAG was stocked by the best American fashion retailers, leading to significant brand awareness and affinity in the USA, Canada, New Zealand, and Japan. JAG's signature triangle logo and easy styling pieces worn with denim became a staple for both Australians and Americans, with their founding DNA of jeans and sportswear featuring processed, stone-washed, overdyed, relaxed, and slightly recycled materials remaining popular to this day.