JNCO's Comeback

Since the creation of denim, fashion has opened a cultural shift in society. Throughout the 90s, popular brands like GUESS, Levi, Calvin Klein jeans made you a part of the in crowd. Also I have to mention the rise of baggy jeans dominating urban streetwear. The one brand that redefined the classic pair of jeans and made its own was JNCO.

JNCO ("Judge None Choose One") is a fashion brand based in Los Angelas, California founded by Jacques Yaakov Revah and Haim Milo Revah. As you see the picture on your right, they were known for their baggy jeans. According to Wikipedia, the jeans leg openings were greater than 50 inches (1,300mm).

Also, their large back pockets with graffiti-like inspired artwork embroidery, including their famous logo, the JNCO crown. Looking back at this band, you would think why on Earth people would wear oversized Jeans like that? However at the time, JNCO defined a culture. From rave culture to the Nu Metal scene coming to a rise in the late 90s, JNCO was loved by many people. What I like about this brand was how they were able to challenge the status quo, through fashion.

In the year 2000, JNCO started to lose popularity due to decreasing sales. Furthermore, the brand made a comeback in 2015, however, the brand cease production on Februrary of last year. JNCO jeans had an influence on many fashion brands we have today. According to Converting culture on instagram, JNCO has inspired has Balenciaga when they launched their wide-legged pants back in 2017.

This week, JNCO announced their relaunch on instagram - which will be happening next week. With this relaunch, I am excited on what they are bring to the table, since the revival of 90s fashion has become apparent through the fashion industry. Don't forget to follow them on instagram and check out their website to sign up to join their tribe!

instagram:

@jncolosangeles

Sources:

https://en.wikipedia.org/wiki/JNCO

https://www.instagram.com/p/Byev1Q2Fyun/