Shortly after launching in 1978, Jordache jeans quickly took the helm of designer denim glory, and on Tuesday, the brand saddled up for its first public presentation since the Eighties at the Mercer hotel.
Giddy up or hit the slopes? The collection paid tribute to brand nostalgia in Western elements and Eighties winter sport athleticism — all wrapped in an Instagram aesthetic for a younger crowd. Last fall, the brand rolled out a premium denim line as part of its 40th anniversary celebration.
At the Mercer, models mounted white fur blocks wearing pointed cowboy booties, cowboy hats, gem-encrusted accessories, logo sweatshirts and famed skin-tight denim. Although the collection featured retro elements such as the horse logo on the jeans change pocket and stitched backside pocket, it is aimed at a younger, hipper demographic — if the cigarettes, Champagne and candy at the presentation weren’t all-telling.
“Our customer is a stylish Millennial, Generation Z customer. When we started, we were among the first to do designer denim. Now our customer has access and many choices. They care about the quality of the product and story of the brand as a whole,” noted Liz Berlinger, president of Jordache.
Newness comes in fabrication choice with denim silhouettes updated, slimmed and tapered at the ankle and sitting at natural waist or higher. The collection includes Japanese denim fabrics, accents of leather and corduroy juxtaposed with neon bright technical fabrics, veering on a heavier athletic Eighties reference.
The standout pieces included a denim-mixed ski-inspired jacket, leather fringe jacket and a reintroduction of the famous Jordache “Coming and Going” jean in a two-toned silhouette and contrast back.
When it was initially founded, Jordache slipped into relevancy like a hand into one of their signature stitched backside pockets with sexy advertisements and slim denim — and today is offering higher quality and higher price with more modernity in fit, as referenced by its presentation.