I have always been a fan of wide-leg denim. Saying goodbye to skinny jeans in my wardrobe was one of the best decisions I have ever made. But JNCO, which stands for “Judge None Choose One,” takes the concept of wide-leg jeans to a whole new level. Founded by Jacques Yaakov Revah and Haim Milo Revah in 1985, JNCO became a beloved brand in the ’90s for skate, rave, and street cultures. The unique shape of their pants, with oversized pockets and long, flowing material that grazed the floor, was truly one of a kind. Many of their designs featured graffiti-like patches, colorful flaps, and contrast stitching, making a bold statement.
Today, Milo and his daughter Camilla are successfully reviving the JNCO brand. Working alongside original designer Silvio Marceca, they are showcasing the brand’s roots while also expanding into women’s jeans. JNCO is also embracing sustainability and appealing to the eco-conscious customer by incorporating vintage pieces into their lineup. When I heard about JNCO’s comeback, I was intrigued. Celebrities like Billie Eilish, Justin Bieber, and Post Malone have been proudly sporting JNCO jeans, according to Camilla. I knew that trying them out would be the ultimate test for me – just how wide was I willing to go when it came to jeans?
I decided to try out two of the brand’s most popular styles: the Easy Wide Pipes ($160), a more classic option, and the Hypnotix ($280), which features red and white wave panels down the sides and is part of the Solid State collection. While I was comfortable styling the Pipes, as they were not as baggy as I had expected, the Hypnotix definitely turned heads. I paired them with a cropped Disney tee for a touch of nostalgia and felt like I was channeling a mix of Avril Lavigne, Ginger Spice, and every ’90s boy band. Even a waiter at the restaurant I went to complimented my pants and invited me out dancing, promising to look for the jeans with a wink.
In this article, I will share more about the resurgence of JNCO jeans, my personal experience wearing them, and why you should consider tapping into this trend.
What Made JNCO Jeans Popular in the ’90s?
According to Camilla, “JNCO jeans are a symbol of rebellion and individuality. More than just denim, JNCO represents freedom, creativity, and bold self-expression.” The brand’s popularity soared when school districts started banning them in the ’90s, solidifying their status as a symbol of youthful defiance. Their exaggerated shape and artistic, graffiti-inspired embroideries were a way for people to express themselves.
Why Are JNCO Jeans Coming Back?
If you’re into fashion, you know that the ’90s nostalgia trend is in full swing, especially among Gen-Z. Celebrities like Eilish and Bieber, who have a strong influence on younger generations, have been seen rocking JNCO jeans. This has led to a resurgence of the brand, with TikTokers also embracing the look, down to keychains hanging from their belt loops.
Camilla explains, “Younger generations are rediscovering our iconic wide-leg styles, while longtime fans are thrilled to see the return of a brand that’s always stood for individuality.” She adds, “What sets JNCO apart is our commitment to artistry and subculture. From skate to graffiti to music, JNCO has deep roots in creative communities. Our designs – like the Tribals with their incredible graphics or the Mammoths with their daring proportions – aren’t just nostalgic; they’re bold, unapologetic, and unique in a way that other brands can’t quite replicate.”
Some of JNCO’s current bestsellers include the Mammoth, with a 40-inch leg opening, the Twin Cannons, Pipes, and Low Downs, according to Camilla. “Since the brand’s inception, these styles have defined our legacy in the world of denim and streetwear,” she says.
What I Like About JNCO Jeans
As a big fan of ’90s fashion, JNCO jeans feel incredibly cool to me simply because they are different. Not only do I prefer a wide-leg silhouette, but these pants also take it to the extreme. They are also great conversation starters. The