Super Loose JNCO Jeans, a Polarizing ’90s Trend, Are Back

In the ’90s, JNCO jeans were big in every sense of the word. With towering legs (imagine installing a 2-liter bottle of Coca-Cola horizontally on the hem), JNCOs were the street jeans worn by raver kids, graffiti artists, skateboarders and those who pretended to be part of it. these subcultures. They represented a generational divide, tut-tutted by straight fathers wearing Lees and even banned by some school districts who considered them unsightly. The controversy only strengthened JNCO, whose parent company Revatex had sales of $ 186.9 million in 1998. But success quickly faltered. In the early 2000s, wide jeans from JNCO were supplanted by skinny jeans that tightened the calves across America.

Brooklynite Justin Fullerton wearing a pair of vintage JNCOs.


Justin fullerton

Today, young progressive buyers are bringing JNCO’s jumbo jeans to life. Depop, a youth-focused resale website, reported that between spring 2021 and today, it has seen a 30% increase in searches for JNCO and a 35% increase in ‘wide leg’ jeans. . “As we emerged from the pandemic earlier in the year, we have also seen more and more users adopt a relaxed, loose-fitting look,” said Lizzy de Bruin, head of strategic inventory at Depop. In trendy vintage stores like Procell in New York City, vintage JNCOs are sold for around $ 250. And the brand itself is in the midst of a slow relaunch.

JNCO was founded in Los Angeles in 1985 by brothers Jacques Revah and Milo Revah, of Moroccan origin and raised in France. (The name is short for Judge None Choose One.) In the mid-2010s, they licensed the label to a Chinese company. Three years ago, the Revah brothers, along with Milo’s 25-year-old daughter Camilla, bought the company, reviving JNCO’s ginormous fit jeans, which are produced in the same Mexican factory as the brand was using in the 90s.

An avid skateboarder, Austin Kershaw sees JNCOs as a roomier alternative to the skinny jeans that most of his peers wear.


Austin kershaw

JNCO sells primarily through its own website, although it has been picked up by retailers like Urban Outfitters and Selfridges in London. He’s concocted some weird collaborations, starting with the Goldfish crackers. JNCO’s Instagram video announcing this duo showed a ’90s-looking model duo (him in a middle part of a boy group, her with tinted sunglasses) tucking an entire bag of cheese crackers in their pocket back of the jeans. “Who looks dumb now, daddy?” Sneers the male model with the flying hair.

The brand’s rebirth is a reaction to the skinny jeans overload of the past two decades. “Everyone was wearing skinny jeans and I was like, ‘Bags are cooler,’” said Austin Kershaw, 26, a tiler in Moyoch, NC, who owns 10 pairs of JNCOs. An avid thrift store, Mr. Kershaw stumbled across JNCO and similar ’90s oversized pants brands like Caffeine, while searching for affordable vintage items. He found flared, baggy pants to be more comfortable than skinny ones, especially in skateboarding.

Ivan-Jordan De Leon collects vintage JNCOs, like the super wide pair above.


Ivan-Jordan De Leon

At 19, Ivan-Jordan De Leon, a student from Chula Vista, Calif., Only experienced the era of skinny jeans, but was turned to JNCO by older friends in the breakdance community. The JNCOs “were quite comfortable to wear because they are very loose, so my movements were very free,” he said.

Justin Fullerton, 22, got lucky and grabbed his pair of ’90s JNCOs for just $ 28, even though he had the indoor runway: he bought them at a vintage store in New York where he works. The Brooklynite had one eye on those nostalgic jeans for months. “I really got into the fashion of the early 2000s, the 90s,” he said. What’s old is freshly new for teens and those 20 and over like him. Mr. Fullerton’s cranky jeans separate him from the straight-legged treasure.

Jangling JNCO are still a surprising sight today. “They’re a cool conversation starter,” said Mr. Kershaw of North Carolina, who regularly hears inquisitive comments about his comically wide pants. Mr. Fullerton got used to hearing “I got them before you were born!” Of middle-aged onlookers in the street.

Artist Phillip Alemu Oliver was drawn to JNCOs for nostalgic reasons.


Phillip alemu oliver

Although not quite middle-aged, Phillip Alemu Oliver, 31, an artist from Brooklyn, NY, has vivid memories of seeing JNCO jeans, with their back waist pockets. a hardcover book and their embroidered logos, in the pages of magazines. When he saw the brand relaunched, “It just took me back to the days of high school, skateboarding, punk, music and that sort of thing.” He bought a new pair and they quickly became one of his favorites. Although every now and then, her giant jeans scratch along the city sidewalks. The oversized pant leg length, he said, “gets a little crazy.” This was true for JNCOs in the 90s and is still true today.

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