Jag grew up around clothing. Her parents ran a manufacturing business, and as a child she spent school holidays visiting London factories with her dad and helping her mum, a seamstress, cut labels and trim threads. She later built a career in science and healthcare, while exercise became increasingly important to her own health. When her children grew older, she decided it was finally time to build something of her own. JAG:LDN brings those three parts of her life together through activewear: clothing, science and movement.