A Brief History of JNCO Jeans

Introduction

• JNCO jeans were a fashion trend in the 1990s, especially popular among skateboarding teens.
• Known for their ultra-wide legs that defied common sense and school dress codes.

Founding and Early Days

• Founded by Haim and Yaakov Revah, who moved from France to Los Angeles.
• The Revah brothers started "Revatex" with $200,000 in savings in 1985.
• Differentiated by their ability to fulfill clothing orders quickly due to a local factory.

Inspiration and Branding

• Inspired by the Latino community's denim style in East Los Angeles.
• JNCO logo designed by graffiti artist Joseph Montalvo (Nuke).
• Name meaning unclear; possibilities include "Judge None, Choose One" or "Jeans Company."

Initial Market Challenges

• JNCOs debuted in 1993 but didn’t gain immediate popularity.
• Initially sold at Merry-Go-Round, a retailer that went bankrupt by 1996.
• Bankruptcy led to JNCOs being sold at a discount, increasing their reach.

Rise to Popularity

• Marketing guru Steven Sternberg was hired to reach suburban markets.
• Focused on appealing to surfers and skateboarders, key counter-culture groups.
• Successful marketing led to increased orders from skate and surf shops.

Features and Appeal

• Known for extremely wide legs (up to 69 inches in circumference) and deep pockets.
• Marketed as rebellious and counter-culture, appealing to teens.
• Became a status symbol in the skate and rave scenes.

Marketing and Cultural Impact

• Utilized graffiti artists and sponsored extreme sports events.
• Featured in skateboarding magazines and worn by popular bands like Limp Bizkit.
• By 1998, sales reached $186.9 million, with significant impact on Pacific Sunwear.

Challenges and Decline

• Schools attempted to ban JNCOs due to their impracticality and potential hazard.
• Faced competition from copycats and counterfeit products.
• Popularity faded as fashion trends shifted towards cargo pants and drawstring styles.

Conclusion

• JNCOs peaked in 1998 but declined significantly by 2001.
• Revatex closed its factory and the brand was periodically revived.
• A 2019 relaunch aimed to capture nostalgic and older customers.
• Despite their decline, JNCOs remain a symbol of teen rebellion and counter-culture.