Jordache
 | |
| Company type | Private[1] |
|---|---|
| Industry | Clothing |
| Founded | 1969 (incorporated 1978)[1] |
| Founder | Joseph "Joe" Nakash Abraham "Avi" Nakash Raphael "Ralph" Nakash[1] |
| Headquarters | New York City[1] |
| Revenue | $94 million (1997 sales est.)[1] |
Number of employees | 1,000[1] |
| Website | http://www.jordache.com |
Jordache Enterprises, Inc. is an American clothing company that manufactures (or contracts for the manufacture of) apparel including shirts, jeans, and outerwear.[1] The brand is known for its designer jeans that were popular in the late 1970s and early 1980s.
History
Jordache originated in 1969, when brothers Joe, Ralph and Avi Nakash (Naccache) opened a store in New York City that sold brand-name jeans at a discount.[1] Within a few years, their business had expanded to a four-store chain.[1] In 1977, however, the brothers' largest store was looted and set ablaze during the New York City blackout of 1977.[1] in 1978, after they collected $120,000 from their insurance policy, they incorporated their business and started to manufacturer.[1] They had long been interested in the European denim market, where jeans were more body-conscious and fashion-forward.[1]
The Nakashes' timing was right. At this moment, consumers' tastes in jeans were shifting from established brands such as Levi's to designer jeans such as Gloria Vanderbilt and Calvin Klein.[1] However, Jordache jeans themselves were barely distinguishable from other designer jeans on the market.[1] To differentiate their brand, the brothers invested one quarter of their annual sales volume ($300,000 of their own money and $250,000 in loans) into an aggressive 1979 ad campaign.[1] Jordache produced a television commercial starring an apparently topless woman in tight Jordache jeans riding a horse through surf.[1][2] The ad was rejected by all three major US television networks, but independent New York stations aired it, and Jordache increased significantly in popularity.[1][2] Later, a further one million dollars was spent on advertising, including full-color ads in national magazines.[1] 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. It was en route to a promotional gala, and crashed 43 years after the Hindenburg airship crash in the same city.[3]
In the 1980s, the company expanded its reach with expansive licensing that generated up to $300 million per year in wholesale sales.[1] In 1989, the company had 100 licensees, manufacturing products as varied as children's socks, women's outerwear, jewelry, dresses, luggage, and umbrellas.[1]
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."[1] 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."[1]
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.[4]
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.[5] Jordache Enterprises also manufactures private label denim for well-known companies, including Gap, Tommy Hilfiger, Levi's and Abercrombie & Fitch, among others.[citation needed]
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.[6] Jordache Enterprises has two separate boards—one comprising six Nakashes and an outside board with 10 non-family members. Each male member of the second generation is highly specialized and has a nominal responsibility. The Nakash women have no formal responsibilities.
Spokesmodels for Jordache have included Brooke Shields,[7] Brittany Murphy, Elizabeth Hurley, Katrina Bowden, Heidi Klum and currently, Sarah Jessica Parker.[8]
In popular culture
Jordache jeans are mentioned in Frank Zappa's 1981 song "You Are What You Is" from the album of the same name.
Joe Nakash was referenced in the American Dad episode "Hot Water".
Tommy Davidson did a comedy skit about Jordache Jeans in Shaquille O'Neal's All Star Comedy Jam in 2009.
Gilda Radner spoofed the brand in a Saturday Night Live sketch advertising "Jewess Jeans."
In King of the Hill, Hank Hill sold a pair of Jordache shoes to Buck Strickland before getting hired at Strickland Propane.
In The Simpsons episode "Girly Edition", Bart anchoring a segment for Kid's News mentions Jordache being on American flags hand-made by veterans.
In 1988, German noise band Einstürzende Neubauten recorded a jingle for Jordache (a short reworking an older track called "Abfackeln!"). The jingle was never used by the company, but it is included on the compilation album Strategies Against Architecture II.
In June 2015 on an episode of The Real Housewives of New York City Carol Raziwell mentions Jordache jeans and being the fit model for them in the 1980s.
Lena Dunham plays their 2000-2001 president in 7 Days in Hell.
Fred Toucher, host of the "Toucher and Rich Show" on 98.5 The Sportshub in Boston, has taken to calling himself "The Jordache Kid".
The Descendents 1982 song 'I wanna be a bear' references the brands' jeans
See also
References
- ^ a b c d e f g h i j k l m n o p q r s t u v "Jordache Enterprises, Inc." International Directory of Company Histories, vol. 23. Saint James Press, 1998.
- ^ a b Topless Jeans Make the Scene - TIME
- ^ Associated Press, "Blimp Crashes Near Zeppelin Crash Site", Anderson Independent, Anderson, South Carolina, Thursday, October 9, 1980, page 4A
- ^ WireImage: Listings
- ^ Jordache Enterprises
- ^ Jordache Enterprises
- ^ http://www.instyle.com/fashion/sexiest-jeans-ever
- ^ http://wwd.com/fashion-news/denim/sarah-jessica-parker-jordache-jeans-10146388/
External links
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