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After morrison left the company in 2004, things changed.
Some complained that the workmanship had declined since the operations had moved out of the u.
Sales declined, and more significantly, brand image suffered.
Blue jeans are a fickle business, with new stars falling as quickly as they rise.
Perhaps nothing illustrates this more than the example of jordache jeans.
Jordache was founded in 1969 in the form of a discount jeans outlet managed by three brothers, joe, ralph, and avi naccache.
Their business did well, though at this time, they were only carrying jeans made by other manufacturers, such as gloria vanderbilt and calvin klein.
During the blackout of 1977, their store was looted and set ablaze.
But the brothers had wisely insured their business.
In 1978, they took a 120,000 insurance payment and poured their newfound capital into the jean manufacturing business.
It was a case of perfect timing.
The public had tired of the traditional levi strauss brand of jeans.
The tv networks initially rejected the sexy ads, but local ny tv stations aired them, and jordache became a success.
Jordache now had enough cash to fuel a second ad blitz.
Jordache quickly became a sensation and in the early eighties it was perhaps the best known of the designer jeans.
The jordache began to license their name out to other clothing companies, which generated up to 300 million a year for the business.
But over the course the eighties, the jordache name became over exposed.
Levi strauss had reclaimed its standing as the classic blue jean.
This trend tended to favor male tastes, with few women taking interest in a loose fitting aesthetic.
Seven for all mankind also established los angeles not only as the showbiz capital, but also the designer jean capital of the country.
Seven for all mankind, true religion and joe jeans continue to enjoy good sales, even into the down retail market of 2009.
But if the past is any indication, time will sorely test the ability of these jean makers to maintain their fashionable status.
Staying fashionable is a dark art.
Time will tell which of these jean manufacturers can keep up the most magic.