Jordache Seeks New Generation of Fans With Vintage Denim

The new Jordache Vintage line is exclusively available at

All items are priced at under $30. Jordache/Walmart

Key Insight:

In the revolving world of fashion, is anything ever truly out of style?

Hugely popular in the ’70s and ’80s, designer denim brand Jordache has a new collection, Jordache Vintage, sold exclusively on The retro-inspired apparel line, which debuted May 12, includes two dozen pieces, from skirts and jeans to T-shirts and coveralls, designed for Gen Z and millennials, according to the company. All items are priced under $30.

Jordache, which has sold its items through Walmart before, partnered with Walmart’s website to gain access to its wide customer base, as online shopping has surged during the Covid-19 pandemic.

Last week, Walmart reported that its U.S. ecommerce sales had climbed 74% during the first quarter of 2020 compared to the same time last year. In a statement, the retailer also noted that “due to continued strength of the brand,” it was shutting down, an ecommerce platform Walmart acquired four years prior for about $3 billion.

“We were impressed with how Walmart has optimized its already robust ecommerce platform and built a strong fashion destination,” said Liz Berlinger, president of Jordache, in a statement. “It was clear to us that the retail landscape was changing, and that Walmart was best positioned to meet people where they are shopping.”

Walmart has been on a roll with fashion-related news this week. On Wednesday, the world’s largest retailer unveiled a new partnership with resale platform ThredUp to offer preowned clothing and accessories online. Brands featured include Calvin Klein, Nike, Coach and Michael Kors. A recent study from online apparel marketplace Poshmark found that Gen Z closets contain 16.5% secondhand clothing. For Gen X, the second highest demographic, it’s 14%.

Since it began in 1978, Jordache has been known for being a premium brand, originally charging $26 for a pair of jeans (that’s equivalent to about $103 today). The brand got off to a big start when, in 1979, Jordache debuted a 30-second commercial featuring a topless woman wearing nothing but Jordache jeans while riding a horse, according to Bloomberg. All three major television networks refused to air the spot, which included the jingle, “You’ve got the look I want to know better.” Jordache produced another version of the ad where the woman is wearing a tanktop.

More recently, the brand released an exclusive collection in 2018 sold at Kith and the now-defunct department store Barneys, with apparel starting at $195.

Jordache Vintage is being promoted on the brand’s own social channels, with modern images of young people mixed with a hint of nostalgia.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.