Tags
1990s, American made, boys, clothing, denim, elaborate pocket designs, Fad, Haim Milo Revah, Jacques Yaakov Revah, Joseph Montalvo, liquidation, Los Angeles, mens, new management, Nuke, relaunched in 2019, ultra wide leg
JNCO Jeans (1990s)
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 L.A. graffiti artist Joseph Montalvo, aka Nuke, to design the brand’s logo. This street look was popularized throughout the 90s starting in Los Angeles and working its way through the United States. 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 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 1998 peak sales of $186.9 million, sales halved n 1999. In the 2000s, the brothers closed the main factory. 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. 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.” In June 2019, the brand was relaunched, along with a brand new site.