Jordache
Encyclopedia
Jordache Enterprises, Inc. is a clothing
company that manufactures (or contracts for the manufacture of) apparel including shirt
s, jeans
, and outerwear
. The brand is known for its designer jeans that were popular in the late 1970s
and early 1980s
.
that sold brand-name jeans at a discount. Within a few years, their business had expanded to a four-store chain
. In 1977, however, the brothers' largest store was looted and set ablaze during the New York City blackout of 1977
. When they collected $120,000 on their insurance policy, they incorporated their business (in 1978) and entered the jeans manufacturing business. They had long been interested in the European denim market, where jeans were more body-conscious and fashion-forward.
The Nakashes' timing was right. At this moment, consumers' tastes in jeans were shifting from established brands like Levi's to designer jeans like Gloria Vanderbilt
and Calvin Klein
. Jordache jeans themselves, however, were barely distinguishable from other designer jeans on the market. To set their brand apart, the brothers plowed one quarter of their annual sales volume ($300,000 of their own money and $250,000 in loans) into an aggressive 1979 ad campaign. Jordache produced a television commercial starring an apparently topless woman in tight Jordache jeans riding a horse through the surf. The ad was rejected by all three major television networks, but independent New York stations aired it, and Jordache surged to popularity. One million dollars more was spent on advertising after this, including full-color ads in national magazines. One promotional gimmick that did not work out was the Jordache blimp, a poorly-designed airship which crashed on October 8, 1980 at Lakehurst, New Jersey
on its maiden flight, en route to a promotional gala.
In the 1980s
, the company expanded its reach with expansive licensing that generated up to $300 million/year in wholesale volume. In 1989, the company had 100 licensees, manufacturing products as varied as children's socks, women's outerwear, jewelry, dresses, luggage, and umbrellas.
In the 1990s
, this strategy appeared to have backfired, and Jordache products slid in popularity. The company's jeans "lost their cachet, appealing mainly to inner-city youths and blue-collar workers and typically selling at discount stores." When Jordache designer diapers were manufactured by a licensee in 1994, they "seemed to symbolize Jordache's descent in the marketplace to mass-merchandise stores and discount outlets."
Today, the company designs and manufactures a wide variety of denim, apparel and accessories, some distributed internationally. The brands owned by Jordache Enterprises include Jordache, Earl Jeans, KIKIT Jeans, Maurice Sasson, Fubu
Ladies, Airport, Blue Star, and Gasoline. Jordache is also an official licensee of the U.S. Polo Assn.
brand. Jordache Enterprises also manufactures private label denim for well-known companies, including Gap
, Tommy Hilfiger
, Levi's, and Abercrombie & Fitch
, among others.
Through the initial proceeds from the Jordache label, the Nakash brothers have expanded their interest into real estate, aviation, high-tech (cryptography), maritime ventures, and food.
Spokesmodels for Jordache have included Brittany Murphy
, Elizabeth Hurley
and the current spokesmodel, Heidi Klum
.
Clothing
Clothing refers to any covering for the human body that is worn. The wearing of clothing is exclusively a human characteristic and is a feature of nearly all human societies...
company that manufactures (or contracts for the manufacture of) apparel including shirt
Shirt
A shirt is a cloth garment for the upper body. Originally an undergarment worn exclusively by men, it has become, in American English, a catch-all term for almost any garment other than outerwear such as sweaters, coats, jackets, or undergarments such as bras, vests or base layers...
s, jeans
Jeans
Jeans are trousers made from denim. Some of the earliest American blue jeans were made by Jacob Davis, Calvin Rogers, and Levi Strauss in 1873. Starting in the 1950s, jeans, originally designed for cowboys, became popular among teenagers. Historic brands include Levi's, Lee, and Wrangler...
, and outerwear
Outerwear
-List of outerwear:* Jacket* Coat* Mittens* Cloaks* Hats* Poncho* Rain pants* Trousers* Scarves*Gloves...
. The brand is known for its designer jeans that were popular in the late 1970s
1970s in fashion
1970s fashion, which began with a continuation of the mini skirts, bell-bottoms and the androgynous hippie look from the late 1960s, was soon sharply characterized by several distinct fashion trends that have left an indelible image of the decade ...
and early 1980s
1980s in fashion
In the 1970s, the silhouette of fashion tended to be characterized by close fitting clothes on top with wider, looser clothes on the bottom. This trend completely reversed itself in the early 1980s as both men and women began to wear looser shirts and tight, close-fitting trousers.Men wore power...
.
History
Jordache originated in 1969, when brothers Joe, Ralph, and Avi Nakash (Naccache) opened a store in New York CityNew York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
that sold brand-name jeans at a discount. Within a few years, their business had expanded to a four-store chain
Chain store
Chain stores are retail outlets that share a brand and central management, and usually have standardized business methods and practices. These characteristics also apply to chain restaurants and some service-oriented chain businesses. In retail, dining and many service categories, chain businesses...
. In 1977, however, the brothers' largest store was looted and set ablaze during the New York City blackout of 1977
New York City blackout of 1977
The New York City blackout of 1977 was an electricity blackout affected most of New York City from July 13, 1977 to July 14, 1977. The only neighborhoods in New York City that were not affected were in southern Queens, and neighborhoods of the Rockaways, which are part of the Long Island Lighting...
. When they collected $120,000 on their insurance policy, they incorporated their business (in 1978) and entered the jeans manufacturing business. They had long been interested in the European denim market, where jeans were more body-conscious and fashion-forward.
The Nakashes' timing was right. At this moment, consumers' tastes in jeans were shifting from established brands like Levi's to designer jeans like Gloria Vanderbilt
Gloria Vanderbilt
Gloria Laura Vanderbilt is an American artist, author, actress, heiress, and socialite most noted as an early developer of designer blue jeans...
and Calvin Klein
Calvin Klein
Calvin Richard Klein is an American fashion designer who launched the company that would later become Calvin Klein Inc. in 1968. In addition to clothing, Klein has also given his name to a range of perfumes, watches, and jewelry....
. Jordache jeans themselves, however, were barely distinguishable from other designer jeans on the market. To set their brand apart, the brothers plowed one quarter of their annual sales volume ($300,000 of their own money and $250,000 in loans) into an aggressive 1979 ad campaign. Jordache produced a television commercial starring an apparently topless woman in tight Jordache jeans riding a horse through the surf. The ad was rejected by all three major television networks, but independent New York stations aired it, and Jordache surged to popularity. One million dollars more was spent on advertising after this, including full-color ads in national magazines. One promotional gimmick that did not work out was the Jordache blimp, a poorly-designed airship which crashed on October 8, 1980 at Lakehurst, New Jersey
Lakehurst, New Jersey
Lakehurst is a Borough in Ocean County, New Jersey, United States. As of the United States 2010 Census, the borough population was 2,654.Lakehurst was incorporated as a borough by an Act of the New Jersey Legislature on April 7, 1921, from portions of Manchester Township, based on the results of a...
on its maiden flight, en route to a promotional gala.
In the 1980s
1980s in fashion
In the 1970s, the silhouette of fashion tended to be characterized by close fitting clothes on top with wider, looser clothes on the bottom. This trend completely reversed itself in the early 1980s as both men and women began to wear looser shirts and tight, close-fitting trousers.Men wore power...
, the company expanded its reach with expansive licensing that generated up to $300 million/year in wholesale volume. In 1989, the company had 100 licensees, manufacturing products as varied as children's socks, women's outerwear, jewelry, dresses, luggage, and umbrellas.
In the 1990s
1990s in fashion
The 1990s was the genesis of two sweeping shifts in Western fashion: the beginning of the rejection of fashion which continues into the present decade among a large section of the population, and the beginning of the mainstream adoption of tattoos , body piercings aside from ear piercing and to a...
, this strategy appeared to have backfired, and Jordache products slid in popularity. The company's jeans "lost their cachet, appealing mainly to inner-city youths and blue-collar workers and typically selling at discount stores." When Jordache designer diapers were manufactured by a licensee in 1994, they "seemed to symbolize Jordache's descent in the marketplace to mass-merchandise stores and discount outlets."
Jordache today
Although Jordache's popularity had declined in the late 1990s, it continues to manufacture jeans—among other clothing and brands. In 2004, Jordache Enterprises launched the premier Jordache Vintage line to commemorate its 35th anniversary.Today, the company designs and manufactures a wide variety of denim, apparel and accessories, some distributed internationally. The brands owned by Jordache Enterprises include Jordache, Earl Jeans, KIKIT Jeans, Maurice Sasson, Fubu
FUBU
FUBU is a clothing company. It includes casual wear, sports wear, a suit collection, eyewear, belts, and shoes for the African-American community in the sense of economic investment but not to be exclusively worn by African Americans...
Ladies, Airport, Blue Star, and Gasoline. Jordache is also an official licensee of the U.S. Polo Assn.
U.S. Polo Assn.
The U.S. Polo Assn. brand, incorporated in 1981, is the official brand of the United States Polo Association . The Association's trademarks and logos worldwide are managed by USPA Properties, Inc., a wholly owned subsidiary of the USPA....
brand. Jordache Enterprises also manufactures private label denim for well-known companies, including Gap
Gap (clothing retailer)
The Gap, Inc. is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald G. Fisher and Doris F. Fisher. The company has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta. As of September 2008,...
, Tommy Hilfiger
Tommy Hilfiger
Thomas Jacob "Tommy" Hilfiger is an American fashion designer and founder of the premium lifestyle brand Tommy Hilfiger.-Early life:...
, Levi's, and Abercrombie & Fitch
Abercrombie & Fitch
Abercrombie & Fitch is an American retailer that focuses on casual wear for consumers aged 18 to 22. It has over 300 locations in the United States, and is expanding internationally....
, among others.
Through the initial proceeds from the Jordache label, the Nakash brothers have expanded their interest into real estate, aviation, high-tech (cryptography), maritime ventures, and food.
Spokesmodels for Jordache have included Brittany Murphy
Brittany Murphy
Brittany Anne Murphy-Monjack , known professionally as Brittany Murphy, was an American actress and singer. She starred in films such as Clueless, Just Married, Girl Interrupted, Spun, 8 Mile, Uptown Girls, Sin City, Happy Feet, and Riding in Cars with Boys...
, Elizabeth Hurley
Elizabeth Hurley
Elizabeth Jane Hurley is an English model and actress who became known as a girlfriend of Hugh Grant in the 1990s. In 1994, as Grant became the focus of worldwide media attention due to the global box office success of his film Four Weddings and a Funeral, Hurley accompanied him to the film's Los...
and the current spokesmodel, Heidi Klum
Heidi Klum
Heidi Samuel , better known by her birth name Heidi Klum, is a German model, actress, television host, businesswoman, fashion designer, television producer, and occasional singer. In 2008 she became an American citizen while maintaining her native German citizenship...
.