[1] In 1978, they officially began to manufacture and distribute denim under their own label, known as Jordache, [1] with form-fitting silhouettes for both men and women, a horse-head logo and back pocket stitching.

To differentiate their brand, the brothers invested one quarter of their annual sales volume ($300,000 of their own money and $250,000 in loans) into an aggressive 1979 ad campaign.

[1][3] The ad was rejected by all three major United States television networks, but independent New York stations aired it, and Jordache increased significantly in popularity.

[1] One promotional gimmick that did not work out was the Jordache blimp, a poorly designed airship that crashed on October 8, 1980, at Lakehurst, New Jersey, on its maiden flight.

Among its more notable holdings beyond its namesake brand are real estate holdings in New York City, The Setai Miami in Miami, hotels throughout Europe and Israel, part of the Strip House restaurant chain, management of the Port of Eilat following its privatization, Arkia, Israel's second largest airline, and MG Aviation, an aircraft leasing firm with aircraft under lease to Norwegian Air Shuttle and eventually Arkia.