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In 1972 Australians were cramming into cinemas to see The Godfather, Led Zeppelin played their infamous Australian tour and the JAG brand was born. Jag introduced contemporary sportswear designs and re-invented denim, which became an integral part of the brand. The jeans boom of the 70's thrust Jag into the international fashion spotlight and the early success of the brand inspired all the right people to start talking about Australia and original Australian style. The brand was created by Adele and Rob Palmer of the Palmer Corporation, who introduced contemporary sportswear designs and re-invented denim, an integral part of the JAG brand and its heritage. The company was acquired in March 2001 by Brisbane based Colorado Group Ltd.