Jordache

Jordache is an American denim and apparel brand established in New York in 1978 by brothers Joe, Ralph, and Avi Nakash. The brand name combines elements of the founders’ first names. It became known for close-fitting jeans designed for both women and men, with a distinctive horse-head logo and recognizable stitching on the back pockets. These visual and product cues helped Jordache stand apart from more utilitarian denim labels during the late 1970s and early 1980s. The company’s rise was closely linked to an unusually aggressive advertising strategy. In 1979, Jordache funded a provocative television commercial featuring a model in tight jeans riding a horse through surf. The major U.S. television networks rejected the advertisement, but independent New York stations broadcast it. The controversy and subsequent publicity helped increase the brand’s visibility, after which Jordache expanded its advertising through nationally distributed magazines and other media. Its marketing positioned denim as fashionable, body-conscious apparel rather than simply durable workwear. During the 1980s, Jordache broadened its commercial reach through extensive licensing. Products carrying the brand name included children’s socks, women’s outerwear, jewelry, dresses, luggage, umbrellas, and other apparel and accessories. By the end of that decade, the company reportedly had approximately 100 licensees, allowing the label to enter categories beyond jeans without manufacturing every product directly. The brand’s popularity during this period made Jordache one of the recognizable names in American designer denim. Jordache Enterprises later developed beyond its namesake clothing label. The privately held Nakash family group has pursued interests in real estate, hospitality, aviation, technology, maritime activities, and agriculture, including ventures in the United States, Israel, and other markets. The group’s apparel activities have also included additional brands such as Earl Jeans, KIKIT Jeans, Maurice Sasson, Fubu Ladies, Airport, Blue Star, and Gasoline. It has served as an official licensee of U.S. Polo Assn. and has produced private-label denim for companies in international markets. The Jordache brand itself remains associated with denim while extending into shirts, outerwear, sportswear, children’s clothing, and accessories through direct product development, licensing, and retail distribution. In 2018, the company introduced a premium denim collection to mark the brand’s fortieth anniversary. Jordache is therefore both a legacy American jeans label and part of a broader privately owned enterprise whose activities reach well beyond fashion.

Jordache began in New York in 1978, when brothers Joe, Ralph, and Avi Nakash opened a denim store and began manufacturing and distributing jeans under their own label. The brothers drew on European fashion influences and sought to create denim with a more fitted, fashionable silhouette. The brand identity included the Jordache name, a horse-head logo, and distinctive stitching on the rear pockets. The business developed after an earlier setback. A fire destroyed the brothers’ inventory during the New York City blackout of 1977. They subsequently committed their own funds and borrowed capital to establish their branded manufacturing and distribution operation. Rather than relying only on conventional retail placement, the founders used highly visible advertising to make Jordache a fashion statement. In 1979, the company promoted its jeans with a provocative television commercial showing a model wearing tight Jordache jeans while riding a horse through surf. The major U.S. networks declined to carry the commercial, but independent New York stations accepted it. The resulting attention contributed to a sharp increase in the brand’s visibility. Jordache continued to invest in advertising, including full-color magazine campaigns distributed nationally in the United States. Its marketing helped define the brand’s image during a period when designer jeans were becoming an important part of American popular culture. The company also experimented with promotional events, including a branded blimp that crashed in Lakehurst, New Jersey, during its maiden flight in 1980. The company’s growth in the 1980s was supported by licensing. Jordache allowed other manufacturers to produce goods carrying the brand name, expanding from jeans into children’s socks, women’s outerwear, jewelry, dresses, luggage, umbrellas, and other merchandise. By 1989, the company reportedly had approximately 100 licensees. This approach gave Jordache a presence in many categories while preserving the central association with fashionable denim. In later decades, Jordache Enterprises became a broader privately held Nakash family enterprise. Its interests expanded into real estate, hotels and hospitality, aviation, high-technology cryptography, maritime ventures, and agriculture in the United States, Israel, and elsewhere. The group has also owned or operated other apparel labels, acted as an official licensee of U.S. Polo Assn., and produced private-label denim for businesses in international markets. The fashion brand continued to develop products in denim, shirts, outerwear, sportswear, children’s apparel, and accessories. In 2018, Jordache released a premium denim collection for its fortieth anniversary. The brand’s present identity combines heritage recognition from its late-1970s and 1980s designer-jeans period with contemporary licensing, retail, and product-extension activities.

• 2018

  Premium anniversary denim collection introduced

  [1]Jordacheen.wikipedia.org

  Jordache marked its fortieth anniversary with a premium denim collection.

• 1989

  Licensing network reaches approximately 100 licensees

  [1]Jordacheen.wikipedia.org

  The company’s licensing program had expanded across numerous apparel, accessories, and consumer-product categories.

• 1980

  Promotional blimp crashes in Lakehurst

  [1]Jordacheen.wikipedia.org

  A Jordache promotional airship crashed on its maiden flight in Lakehurst, New Jersey, while traveling to a promotional event.

• 1979

  Provocative advertising campaign increases visibility

  [1]Jordacheen.wikipedia.org

  A controversial television commercial was rejected by major networks but broadcast by independent New York stations, helping establish Jordache as a highly visible fashion-denim brand.

• 1978

  Jordache label established

  [1]Jordacheen.wikipedia.org

  Joe, Ralph, and Avi Nakash began manufacturing and distributing denim under the Jordache name after opening a denim store in New York.

• 1977

  Inventory destroyed during New York blackout-era fire

  [1]Jordacheen.wikipedia.org

  A fire destroyed the Nakash brothers’ inventory during the New York City blackout period, preceding the formal launch of the Jordache label.

A fashion-oriented American denim brand built around fitted silhouettes, recognizable branding, accessible designer styling, and broad licensing.

• Denim · 1978

  Jordache Jeans

  The core Jordache product is its branded jeans, historically recognized for close-fitting silhouettes designed for men and women. The line’s identity has been reinforced by the horse-head logo, distinctive back-pocket stitching, and fashion-led styling. Jordache jeans helped associate the label with the designer-denim movement of the late 1970s and early 1980s.

• Premium denim · 2018

  Premium Denim Collection

  Introduced for Jordache’s fortieth anniversary, the premium denim collection was positioned as a contemporary expression of the brand’s heritage. It extended the label’s emphasis on denim while referencing its historical role in fashionable American jeans.

• Apparel

  Jordache Apparel

  Beyond jeans, Jordache markets apparel including shirts, outerwear, sportswear, and children’s clothing. Historically, licensing also placed the name on women’s outerwear, dresses, children’s socks, and other garment categories.

• Accessories

  Jordache Accessories

  The brand has been extended through licensed accessories and travel-related goods, including jewelry, luggage, and umbrellas. These products formed part of the company’s broad 1980s licensing program.

• 2018Fortieth-anniversary premium denim launch

  International markets

  Jordache introduced a premium denim collection to commemorate forty years of the brand and reconnect its contemporary offer with its designer-jeans heritage.

  Outcome. The launch refreshed the brand’s denim positioning for its anniversary year.

  Source
• 1979Horse-and-surf television campaign

  United States

  Jordache used a provocative advertisement featuring a model in tight jeans riding a horse through surf. Major U.S. television networks rejected the spot, while independent New York stations aired it. The resulting publicity supported the brand’s rapid rise in visibility.

  Outcome. The campaign became an important early example of Jordache’s attention-seeking fashion marketing and contributed to increased popularity.

  Source
• 1979National magazine advertising

  United States

  Following the television controversy, Jordache expanded its promotional spending into full-color advertisements in magazines with national circulation, reinforcing its positioning as a fashionable designer-jeans label.

  Outcome. The campaign broadened the brand’s reach beyond the New York market.

  Source

• 2018

  Introduce premium denim for the fortieth anniversaryProduct launch

  Background

  The anniversary provided an opportunity to connect Jordache’s contemporary product offer with its historic role in designer denim.

  Action taken

  The company unveiled a premium denim collection.

  Aftermath

  The launch reinforced denim as the central expression of the Jordache brand.

  Source

• 2000

  Diversify the Nakash family enterprise beyond apparelStrategy

  Background

  From the 2000s onward, Jordache Enterprises developed into a diversified private business group rather than remaining solely a fashion company.

  Action taken

  The Nakash family expanded into real estate, hospitality, aviation, technology, maritime ventures, and agriculture in the United States, Israel, and other markets.

  Aftermath

  Jordache became the namesake apparel business within a broader privately held conglomerate.

  Source

• 1980

  Use an airship for promotional marketingOther

  Background

  The company experimented with highly visible promotional activities during its rapid-growth period.

  Action taken

  Jordache operated a branded promotional blimp intended to travel to a company gala.

  Aftermath

  The airship crashed during its maiden flight in Lakehurst, New Jersey.

  Source

• 1980

  Expand through broad product licensingStrategy

  Background

  Jordache’s recognition in jeans created an opportunity to extend the name into adjacent apparel and consumer-product categories.

  Action taken

  The company authorized numerous licensees to produce items including children’s socks, women’s outerwear, jewelry, dresses, luggage, and umbrellas.

  Aftermath

  By 1989, the company had approximately 100 licensees and a much broader branded product presence.

  Source

• 1979

  Use controversial television advertising to differentiate the brandOther

  Background

  Jordache sought to distinguish its fitted jeans in an increasingly fashion-oriented denim market.

  Action taken

  The company produced a provocative horse-and-surf commercial and placed it with independent New York television stations after rejection by the major networks.

  Aftermath

  The campaign generated publicity and helped increase Jordache’s popularity.

  Source

• 1978

  Launch a proprietary denim labelStrategy

  Background

  After operating a New York denim store and recovering from the loss of inventory in the 1977 fire, the Nakash brothers pursued their own branded manufacturing and distribution business.

  Action taken

  Joe, Ralph, and Avi Nakash established Jordache as a label for fitted denim aimed at both men and women.

  Aftermath

  The decision created the foundation for Jordache’s later recognition as a designer-jeans brand.

  Source

1. 1Jordacheen.wikipedia.org
2. 2Jordache official websitejordache.com