Australian adaptive-fashion label JAM the Label ceases operations after nearly nine years
JAM the Label, the Australian adaptive-fashion brand founded by Molly Rogers and Emma Clegg, is closing its doors after almost nine years in business. The shutdown highlights the struggle of adaptive apparel founders who must build both a product line and a market unfamiliar with the category.
The label had been stocked by The Iconic since 2021, when the retailer added JAM to its adaptive edit alongside two other brands, marking one of the label’s first major retail partnerships. Between 2022 and 2024, JAM showcased collections at Melbourne Fashion Week and Melbourne Fashion Festival, gaining visibility on runways that highlighted its adaptive designs to industry audiences. At its peak, The Iconic’s adaptive edit featured more than 130 pieces from JAM, Christina Stephens and Tommy Hilfiger, offering consumers a broad selection of adaptive clothing options. Founders cited prolonged sampling processes, higher production costs for specialised designs, and the ongoing need to educate retailers and consumers as key obstacles, noting that extra difficulty often emerged during prototyping with elements such as zip direction or magnet strength affecting functionality.
“Around 1 in 5 people in Australia identify as living with disability,” Molly Rogers, co-founder said.
“They add three zeros to it,” Emma Clegg, co-founder said.
Before its closure, JAM had gained early mainstream recognition when The Iconic included it in the inaugural Adaptive Edit of 2021. The brand also appeared at major Australian fashion events, including Melbourne Fashion Week and Melbourne Fashion Festival, from 2022 through 2024.
What we know
1 in 5 people in Australia identify as living with disability
JAM earned mainstream recognition early when The Iconic picked up the label in 2021 as one of three brands in its adaptive edit
The brand also appeared at two major Australian fashion events, Melbourne Fashion Week and Melbourne Fashion Festival, from 2022 to 2024
When The Iconic launched its Adaptive Edit in 2021, it carried more than 130 pieces from JAM, Christina Stephens and Tommy Hilfiger
Canada’s IZ Adaptive closed in 2016 after founder Izzy Camilleri found that selling directly to customers made scale difficult and retailers scarcely knew where to put the category