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Jordache originated in 1969, when brothers Joe, Ralph, and Avi Nakash (Naccache) opened a store in New York City that sold brand-name jeans at a discount.[1] Within a few years, their business had expanded to a four-store chain.[1] In 1977, however, the brothers’ largest store was looted and set ablaze during the New York City blackout of 1977.[1] When they collected $120000 on their insurance policy, they incorporated their business (in 1978) and entered the jeans manufacturing business.[1] They had long been interested in the European denim market, where jeans were more body-conscious and fashion-forward.[1] The Nakashes’ timing was right. At this moment, consumers tastes in jeans were shifting from established brands like Levi’s to designer jeans like Gloria Vanderbilt and Calvin Klein.[1] Jordache jeans themselves, however, were barely distinguishable from other designer jeans on the market.[1] To set their brand apart, the brothers plowed one quarter of their annual sales volume ($300000 of their own money and $250000 in loans) into an aggressive 1979 ad campaign.[1] Jordache produced a television commercial starring an apparently topless woman in tight Jordache jeans riding a horse through the surf.[1][2] The ad was rejected by all three major television networks, but independent New York stations aired it, and Jordache surged to popularity.[1][2] One million dollars more was spent on advertising after this, including full-color ads in national magazines.[1] One …