Jordache jeans are one of the most popular brands of the 1980s. The company gained a cult following among the fashion elite. Its advertisements featured pouty young women in high tech rooms. But the campaign also attracted criticism from parents’ groups.
In 1981, Jordache launched a new line of medium priced Alessio jeans. Its ads targeted teens by asking them whether they had ever seen their parents naked. They also ran a campaign starring Brooke Shields. She was photographed in various styles of the company’s jeans.
The company started to lose market share in the late 1980s. At that time, the Jordache name was licensed for 36 products, including intimate apparel, cosmetics, footwear, bedding, and children’s clothing. By the end of the decade, the company’s annual sales were down to ten percent of its business.
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Jordache’s ad campaign was shot by Cass Bird in New York City. It drew attention from teenagers because it showed them talking about adolescent concerns. Some of the commercials were rejected by the networks.
In 1983, Jordache bought the Maurice Sasson brand from a defunct firm. Its founders, Raphael and Abraham, opened a discount store in New York in 1969. Their “Jordache” jeans had a double elastic waistband and reinforced buttons.
In addition to its denim and apparel lines, the company has diversified into other ventures in Israel. It has purchased retail stores to sell its goods and also has signed licensing deals for home furnishings and kitchen textiles.