Founded in 1976 by Maurice Sasson and Paul Guez, the fashionable and hot-selling jeans owed part of its success to hairstylist Vidal Sassoon. In 1979, Guez told The Washington Post, “A lot of people thought these were Vidal Sassoon’s jeans, they rushed in and bought them … and other designers jumped in, giving us greater credibility. And now, because of our success, we're probably helping Vidal.”
The brand brought a bit of fashion sense to denim, creating designer denim with Sasson’s French cut style and embroidered designs on the back pockets of jeans. Guez had his share of family issues, legal troubles, and drug problems. The once-profitable company filed for bankruptcy in 1986.
