Born out of funds obtained through an insurance claim after their store was torched and looted during a New York riot in 1977, bothers Joe, Ralph and Avi Nakash used the opportunity to manufacture jeans similar to those sold on the European market
. Their tighter, sexier and more fashionable denims were triple stitched for strength, had reinforced buttons and a double elastic waistband to hug the small of the back—very unlike the standard pair of Levi’s and more like the designer jeans of the...
day. Unnoticed until they launched an aggressive television and print campaign in January 1979 Jordache hit the market by storm and saw sales of $72 million by the end of the year.
Advertising was the key to their success and Jordache continued along this road spending close to $16 million a year in the 1980s to promote their name. This was a well known fact and companies lined up to become a licensee—at the height of their fame Jordache had close to 100 licensees with products ranging from ladies’ wear to accessories to jewelry and fragrances.
Although the popularity of Jordache has declined it continues to manufacture jeans under its various names as well as for private label brands such as the Gap, Tommy Hilfiger, Levi’s and Abercrombie & Fitch.
In 1991 the company launched their first fragrance, Looks, a women’s perfume which was intended for the younger set. Other fragrances followed such as Jordache cologne for men.