MEMORIES:
“You’ve got the look I want to know better, You’ve got the look that’s all together, Workin’, playin’, day or night Jordache has the fit that’s right.”
That was the Jordache look. It was the fit that was right for all the teens ready and willing – and economically able – to achieve the designer jean look.
When three Israeli brothers found their New York clothing store burned and looted after a city-wide blackout, the insurance settlement became the seed money for their new endeavor – Jordache jeans. Launched in 1978, the jeans quickly became a competitor with the existing jean manufacturers. The “Jordache look” of skin-tight jeans featuring an embroidered horse on the back pocket was seen on both girls and boys, and added a panache to regular jean wear.
Jordache positioned themselves as more than just jeans – the ad campaign, featuring a free, running horse, symbolized freedom and equality. The logo appeared on shirts, purses, jackets, and watches. Today, Jordache still makes jeans and apparel for young people and is sold exclusively at Wal-Mart. It seems the horse is still in the race.
