stickybits setgid not working

I have structure like:

/home/reed/, user=reed, group=reed
  - apache-conf, user=reed, group=reed
  - apache-web, user=reed, group=apache, perm=0770
      - www.website.com, user=reed, group=apache, perm=0770
          - index.php, user=reed, group=apache, perm=0660

I'm using umask 007 in /etc/profile so my directories & files are created with these same permissions. & that worked. I ran chmod g+s /home/reed/apache-web; and chmod g+s /home/reed/apache-web/www.website.com so new directories will keep the group=apache So I mkdir /home/reed/apache-web/test/, then ls -la ... & it shows reed is both the user & the group. I tried using chmod 4770 /home/reed/apache-web/test/, but mkdir still sets both user & group to reed (or root if I'm running with sudo) I tried it in the www.website.com dir as well with the same results. I'm on Debian 10 with root access available. I also tried switching to user=apache & group=reed, then using chmod u+s thedir, but again, mkdir makes both the user & the group the current shell user. I also tried logging out & logging back in