Sasson
Sasson is an American designer denim brand founded in 1976 by Maurice Sasson and Paul Guez. Famous for its 1980s jeans and "OO LA LA!" slogan, it relaunched in 2024 through a collaboration with Johnny Was.
| Founded | 1976 |
|---|---|
| Founders | Maurice Sasson and Paul Guez |
| Known slogan | OO LA LA! |
| Relaunch | 2024, with Johnny Was |
| Website | sassonjeans.com |
What is Sasson?
Sasson is a designer jeans brand from the United States that became one of the best known denim names of the 1970s and 1980s, helped by celebrity advertising and its "OO LA LA!" slogan.
History
The brand was founded in 1976 by Maurice Sasson and Paul Guez. Maurice Sasson left in 1979, and in 1983 Jordache bought the rights to his personal name for a new label. The company, privately held by Guez, licensed the Sasson name to apparel makers for jeans and sportswear, and in 1986 Sasson Inc. filed for bankruptcy protection.
Products and positioning
In September 2024 Sasson returned with a collaboration with the bohemian label Johnny Was. The first drop included:
- eight denim styles, including a jacket, shirts, a maxi skirt and three jean fits
- re-released 1990s Johnny Was blouses
- new ready-to-wear and suede and silk outerwear
Prices ranged from about 180 to 350 US dollars, placing the revival in the premium bracket. The collection was sold through Johnny Was stores and e-commerce and promoted with a campaign featuring Lily Aldridge.
Why it matters
Sasson illustrates how heritage denim names can be revived through partnerships with established brands that bring distribution and a ready customer base.
Frequently asked questions
Who founded Sasson jeans?
Sasson was founded in 1976 by Maurice Sasson and Paul Guez.
Is Sasson still a brand?
Yes, Sasson relaunched in September 2024 with a denim collection created in collaboration with Johnny Was.