In 2014 Edge Design Studio was engaged by the Apparel Group to develop an innovative new retail concept for the iconic 42-year-old Australian clothing brand JAG. Currently six new JAG stores have opened Australia-wide in the major capital cities, with plans for more in 2015. From a conceptual perspective, the design of the stores needed to not only reflect the heritage of the uniquely Australian ‘designer denim’ brand, but also to embrace a fresh, updated look coupled with a modern urban edge. This led to a design that layered opposing materials: the old and new, unrefined yet polished, contemporary but traditional. To achieve this a mix of timber and concrete floors were used, as well as antique wall tiles with render wall finishes, aged steel framed furniture, hide leather pendants, denim furnishing and brass detailing.