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 wide-leg jeans to a whole new level. Founded by Jacques Yaakov Revah and Haim Milo Revah in 1985, the label quickly became a beloved brand of the ’90s, popular among skate, rave, and street cultures. The unique shape of these pants, with their oversized pockets and floor-grazing length, gave them a distinct triangular silhouette. Many of the designs featured graffiti-inspired patches, colorful flaps, and contrast stitching, making a bold statement.
Today, Milo and his daughter Camilla are successfully reviving JNCO, working alongside original designer Silvio Marceca to showcase 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 collection. When I heard about JNCO’s comeback – with celebrities like Billie Eilish, Justin Bieber, and Post Malone proudly sporting the brand – I knew I had to try them for myself. After all, 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 and the Hypnotix. The Pipes, priced at $160, have a more classic look, while the Hypnotix, priced at $280, feature red and white wave panels down the side, paying homage to the Solid State collection. I was surprised to find that the Pipes didn’t feel as baggy as I expected, making them easy to style. However, the Hypnotix definitely turned heads with their bold design. I paired them with a cropped Disney tee for a touch of nostalgia and felt like a mix of Avril Lavigne, Ginger Spice, and every ’90s boy band. Even a waiter at a restaurant I went to couldn’t resist complimenting my pants and even invited me out dancing, promising to look for the jeans on the dance floor.
So what made JNCO jeans so 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 gained even more popularity when school districts started banning them, solidifying their status as a symbol of youthful defiance. The exaggerated shape of the jeans and their artistic, graffiti-inspired designs were a way for people to express themselves.
But why are JNCO jeans making a comeback now? It’s no secret that the ’90s are back in fashion, especially among Gen-Z. Celebrities like Eilish and Bieber, who have embraced the grunge and oversized trends, have played a significant role in bringing back JNCO. Their influence has even reached TikTok, with users sporting JNCO jeans and keychains hanging from their belt loops.
“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,” says Camilla. “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. “Since the brand’s inception, these styles have defined our legacy in the world of denim and streetwear,” says Camilla.
As a fan of ’90s fashion, I can’t help but feel cool when wearing JNCO jeans. Not only do they offer a unique and different look, but they also serve as conversation starters. The oversized patches and logos are surprisingly comfortable, and the giant pockets add to the overall roomy feel of the pants. The denim is structured yet stretchy, allowing for easy movement.
But how do you style JNCO jeans? The key is to balance proportions. Camilla suggests pairing them with fitted tops and
