JNCO

JNCO, short for "Judge None Choose One", is a Los Angeles, California-based clothing company specializing in boys' and men's jeans. It was founded in 1985 by Moroccan-born, French-raised brothers Jacques Yaakov Revah and Haim Milo Revah. The brand gained recognition in the 1990s with its boys' ultra-wide straight legged denim jeans featuring elaborate pocket logos and a unique street look. The brothers commissioned a local LA graffiti artist Joseph Montalvo, aka Nuke, to design the brand's logo.[1] This street look was popularized throughout the 90s starting in Los Angeles and working its way through the United States. JNCO also manufactures T-shirts, khaki pants and other clothing articles for men and women. Unlike similar California based apparel manufacturers, JNCO manufactured most of its products in the United States, mainly at S.M.J. American Manufacturing Co., a 200,000-square-foot (19,000 m2) operation also owned by Milo and Jacques Revah.

JNCO Crown logo
Example of emblem found on Jeans
Example of baggy "JNCOs"

In February 2018, it was announced that JNCO was to cease production and liquidate its inventory.[2] It was later clarified that this applied to the then-current licensee and that the brand would continue under new management.[3]

In June 2019, the brand was relaunched, along with a brand new site.[4]

Styles

After JNCOs grew in popularity, department store chains such as Kohl's and J. C. Penney as well as mall retail stores such as Tops and Bottoms began to carry them. Other stores selling JNCOs were Gadzooks and Pacific Sunwear.

JNCO jeans were produced in a variety of styles and lines, ranging from ultra-wide jeans with leg openings greater than 50 inches (1,300 mm) to more conservatively-cut styles. Some were so large that younger children often had to sit down while putting them on. After reaching the height of its popularity within the subcultures and becoming more mainstream, JNCOs were known for featuring superfluously large back pockets with graffiti-like inspired artwork embroidery that became more cartoonish as the 1990s ended including flaming skulls and the "JNCO Crown" (previously the majority of styles only had a relatively small stylized "J"). Some names of JNCO styles included Mammoths, Crime Scenes, FlameHead (geared for kids and teens), Mad Scientists, Buddha, Tribals and Rhinos, Twin Cannons, and Kangaroos, which had 34-inch (860 mm) leg openings and extremely large back pockets, featured embroidery of a kangaroo with boxing gloves above the right rear pocket.

Current status of the company

After 1998 peak sales of $186.9 million, sales halved in 1999. In the 2000s, the brothers closed the main factory.[5] On February 15, 2018, JNCO announced the shutdown and closing of their company via their website, bringing an end to production and the liquidation of all inventory.[2] A clarification was posted on the company's blog March 1, 2018, stating that, "The current license for JNCO is being terminated but JNCO is not going out of business and sales will continue under new management."[3]

On June 20, 2019, JNCO's Instagram page posted an update, reading that an official relaunch of the brand will occur June 28.[6]

References
  1. "JNCO: Everything You Need to Know About the Iconic Jeans". Highsnobiety. 2020-03-16. Retrieved 2020-05-12.
  2. Graff, Amy (February 16, 2018). "JNCO Jeans is closing shop, and liquidating all extra wide-legged pants". SFGate.com. Retrieved April 4, 2018.
  3. "JNCO Jeans License Ending Soon and Liquidating All Inventory". jncojeans.com. March 1, 2018. Archived from the original on 2018-04-04. Retrieved April 4, 2018.
  4. Angeles, JNCO Los. "JNCO Los Angeles". JNCO Los Angeles. Retrieved 2019-06-28.
  5. Smith, Aaron (2015-02-20). "JNCO jeans are totally coming back, dude". CNNMoney. Retrieved 2019-02-15.
  6. "JNCO on Instagram: "LAUNCHING THIS FRIDAY. 6/28/19. More details to come. SEE YOU SOON. jnco.com"". Instagram. Retrieved 2019-06-24.
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