The Rise and Fall of a JNCO Empire
April 25, 2015 - fall Denim
In February, a internet greeted news of JNCO’s comeback with a call of nostalgia. A video display today’s teens perplexing on JNCOs also fast went viral, with one millennial critic job them “so unnecessary.” In other corners, a put-upon pants were called a “scourge of a ’90s,” while others simply asked, “Why a ruin did we ever wear JNCO jeans?”
The law is that copiousness of people wore them, interjection in vast partial to a raver-influenced conform impulse of a times. In observance of when we used to wear jeans with boundary pockets bigger than a legs, here is a brief story of a much-misunderstood JNCO.
1. JNCO (which stands for Journey of a Chosen Ones) starts a selected journey. Two brothers named Jacques Yaakov Revah and Haim Milo Revah found a code in 1985. Their settled mission: “Challenge conventionalism. Explore a unfamiliar. Honor individuality.” They lift out these critical orders by formulating wide-leg pants with diameters of adult to 35 inches. Haim tells a Los Angeles Times that he combined wide-legged denim desirous by a travel looks he saw on Latinos vital in East Los Angeles during a time.
2. Cute skater boys burst on a bandwagon. As a code grows in popularity, JNCO hires graffiti artists to paint JNCO-themed murals outward renouned teenage hangout spots. One graffiti artist famous as Nuke designs a label’s climax logo. The jeans have names like Mammoth and Crime Stealer and are mostly tagged with graffiti appliqués on a behind pockets.
3. JNCOs pull raves — and ravers. Teen tradesman Merry-Go-Round starts carrying a brand. It fast becomes renouned among teenagers who wish to insurgent by not wearing super-square five-pocket jeans. JNCOs also turn compared with raver conform for group and women, who like how a jeans span with pacifiers, cosmetic rainbow beads, and baby tees. (Presumably, JNCOs also demeanour good when a wearers are display off their sweet, honeyed dance moves.)
4. Moms everywhere start revelation their kids, “You demeanour absurd in those hulk jeans.” JNCO releases a character with diameters of adult to 50 inches. The association also publishes a tie-in comic book, where a hero’s superpower is apparently being means to finish feats of strength and lively while wearing outrageous pants.
5. Schools anathema JNCOs since students indeed do outing on their jeans. In 1998, the Los Angeles Times reports that Orange County schools are banning wide-leg JNCO-like styles, deeming them potentially “gang-related” equipment of clothing. The paper noted, “Most sole are a tiny 33 to 40 inches, still copiousness of yardage to censor feet and, as some propagandize officials fear, weapons.”
6. The jeans are still big. It’s a increase that get small. In 1999, the company’s sales penetrate to half of a prior year’s.
7. JNCO is deemed “too uncool” for Hot Topic. In 2000, Cindy Levitt, a sell manager for Hot Topic, tells a Los Angeles Times (which was clearly all over this account arc). “You still see JNCO during raves,” she said. “But it’s a small uncool for a customer. It’s during too many doors in a mall.”
8. By 2003, a founders have wound down a business, presumably to a service of concerned moms everywhere.
9. Jennifer Love Hewitt too tries to revitalise a JNCOs wide-leg trend. She fails.
10. An internet petition to move behind a JNCO is created. Alas, it usually gets nine supporters.
11. FKA Twigs poses on a cover of Fader wearing JNCO-like jeans. She continues to wear a character while performing.
12. Rihanna wears a mega-wide-leg span of jeans. In November, she rocks — as usually Rih can — a span of frayed-hem jeans from Marques’ Almeida, a ’90s-loving British pattern twin who were nominated for an Emerging Talent Award during a British Fashion Awards in 2013.
13. Perhaps as a outcome of a Rihanna endorsement, JNCO announces a rebirth. Thanks to a Chinese investor, they’re baaaaccck. Nouveau-ravers everywhere, rejoice.