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The ‘missing’ ingredient at APG & Co, according to the new CEO

APG & Co is home to some of Australia’s most iconic fashion brands, including its oldest continuously running apparel business, Sportscraft, which was founded in 1914, and one of its most internationally successful denim brands, Jag, which was worn by Steve McQueen, Mick Jagger and Jackie Onassis in the 1970s. But today, hardly anyone knows about the history of APG & Co’s brands apart from their existing customers. And that is something its new CEO Martin Matthews wants to change.&nb