Evan Picone

Evan Picone

Jones New York - A Brief History

Jones New York has made an imprint in the fashion industry since Sidney Kimmel incorporated it in 1975. The Jones Apparel Group has come a long way. Bearing the Jones New York trademark, it has survived challenges in the industry and transcended barriers limiting the expansion of the brand.

Sidney Kimmel had a solid background in the apparel industry. He first started in a knitting mill and then became president of Villager, Incorporated. W.R. Grace & Company as his potential was recognized. He worked as the head of its new women's clothing line. Villager designer Rena Rowan also joined him in his new company.

In 1975, Kimmel went further to challenge the market as he established the Jones Apparel Group with Gerard Rubin. He aimed to create a brand that produces a diverse line of quality clothing comparable to high-end brands.  Jones Apparel Group produced women's suits, dresses and sportswear that were relatively affordable.  Starting up was not a breeze for the company. They incurred debts and had very little capital to maximize.  However, despite the difficulty, the company managed to bounce back with its Jones New York collection.  This line of clothing is tailor-made for professionals who needed fashionable yet affordable pieces for work. With the then growing population of working women in the US, the brand became an instant success.

Business was sound in the early 80's. The company started to gain market in the U.S. but good things did not last long enough when heavy debts and poor acquisitions crippled its finances. Drastic recovery measures needed to be made in the late 80's to survive the crisis. True enough, the company saw light once again after a thorough short-listing of its licensed products and reorganization.

Recession in the U.S. during the 1990's was good news for Jones New York. People resorted to options that were more practical when it came to clothing. Significantly, in 1991, the company introduced Rena Rowan for Saville, a less expensive line with quality and style. Rena Rowan became the fastest growing label among others. 

Jones New York eventually spread its wings and catered casual clothing and sportswear as well.  Jones & Company, Jones New York Dress, and Jones New York Suits were launched and immediately gained a following. 

As business became stable, Jones Apparel Group purchased and acquired licenses of various labels that included Evan-Picone, Lauren by Ralph Lauren line, Ralph-by-Ralph Lauren and several Polo brands. With the RL group in the house, the company reached topping $350 million sales in 1998. In the late 1990's, the company brought in Polo Jeans, Todd Oldham, Victoria & Company, Givenchy, Tommy Hilfiger, Napier, Richelieu, and Nine West.

The Jones New York trademark became diverse as it marketed an extended line of products that included swimwear, jewelry, watches, and footwear and leather goods. It has carried a dynamic collection that is casual and sexy, simple yet elegant which transcended economic boundaries of the consumer market.

After more than 30 years, Kimmel has finally realized his vision--with Jones New York standing firm in the fashion industry.

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