Faded Glory is celebrating its 30th anniversary this fall by launching a 1972-inspired denim collection.
This story first appeared in the June 20, 2002 issue of WWD. Subscribe Today.
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.
The fall line features boot-cut vintage-inspired jeans, denim dusters, peasant tops and denim skirts, which mirror the style of the brand in the Seventies. In addition to apparel, the company offers accessories including handbags, sunglasses, jewelry and shoes.
“The collection is a real tribute to the history of the brand,” said Eleni Roselli, vice president of marketing at Faded Glory. “Wal-Mart helps to promote the brand, but it is our responsibility to grow it.”
Wal-Mart is promoting the anniversary collection through in-store radio, circulars and television.
As reported, the Faded Glory brand, still owned by the Bonjour Group, racked up more than $3 billion in retail sales last year. Bonjour also produces the Route 66 denim line, a Kmart exclusive label, as well as the Bonjour line.