Faded Glory is celebrating its 30th anniversary this fall by launching a 1972-inspired denim collection.

The New York-based brand, which today is sold only at Wal-Mart, opened for business that year as a men’s and women’s jeans resource found mainly in department stores. In 1992, brothers Avi and Charles Dayan purchased Faded Glory and introduced the brand to the masses by adding it to their Bonjour Group. The relaunched brand ran its first major ad campaign in 1993, which featured Luke Perry (of the TV show "Beverly Hills, 90210"). He also wore the line in his movie that year, "8 Seconds." In 1995, Wal-Mart agreed to offer the products exclusively in its stores. Having the muscle of the world’s largest retailer has driven the brand’s volume tremendously: Last year, the brand was ranked 72 on the WWD 100, which tracks consumer awareness of brands.

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