Jordache

Jordache is an American denim brand from New York, created by the brothers Joe, Ralph and Avi Nakash, who began producing jeans under the label in 1978. It was one of the defining designer jeans names of the late 1970s and early 1980s and now spans denim, apparel and accessories.

What is Jordache?

Jordache is a New York denim label whose name combines the first names of its founders, the brothers Joe, Ralph and Avi Nakash. It belongs to Jordache Enterprises, a privately held company controlled by the Nakash family.

History

The brothers first ran a denim shop in New York City. After a fire during the 1977 blackout destroyed their stock, they began manufacturing and distributing jeans under the Jordache label in 1978. A 1979 television campaign showing a rider in Jordache jeans galloping through the surf was rejected by the major US networks but aired on independent New York stations, and the brand's popularity rose sharply.

Products and positioning

Jordache became known for form-fitting designer jeans with a horse head logo and distinctive back pocket stitching. The range today covers jeans, shirts, outerwear, apparel and accessories, and in 2018 the brand released a premium denim collection for its 40th anniversary.

Distribution

Licensing has long been central: by 1989 around 100 licensees produced items from socks to luggage. Jordache Enterprises also makes private label denim for companies worldwide and is a licensee of U.S. Polo Assn.

Why it matters

Jordache is a reference case for how advertising and licensing turned jeans into a branded fashion product in the designer denim era.

Frequently asked questions

Who founded Jordache?

Jordache was founded by the brothers Joe, Ralph and Avi Nakash, and its name combines their first names.

Where is Jordache from?

Jordache is an American brand from New York City, where the Nakash brothers began producing jeans under the label in 1978.

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