JNCO, the 90s denim brand best known for its wide and ultra-baggy jeans, is coming back from the grave. Once loved by skate kids, ravers and mall rats all over suburban America, JNCO's main factory was shut down in 2000 and the phattest denim style became consigned to the trash heap of throwback fashion. Until now.
WWDreports that the relaunch is led by Andrew Jacovou, the president and CEO of a China-based garment company called Guotai Litian USA. His plan is to sell a core collection, a fashion collection, and a heritage collection.
"The core collection features traditional styles including a knit jean with a slouchy fit; the fashion group has joggers with zip bottoms and a drawstring waist, and the heritage collection offers leg openings of 20 inches and 23 inches, with high waists," WWD states. "All of the product will feature JNCO's crown logo."
JNCO has already launched a revamped website which promises: "We know you’re ready to see what we have been working on…. Be patient…. It is coming." No word yet on whether it'll bring back those wide-leg jeans with flames running up the side.
The collections will be aimed at those between 18 and 35 years old. In a statement, Jacovou said that the brand will "appeal to trendsetting men and women who wore the brand in the Nineties, as well as a new generation of consumers who will be introduced to the brand’s fashion-forward sensibilities for the first time".
Laugh all you want, but we can see this working. In the past year, the wide-leg silhouette has been worn by everyone from FKA twigs (check her out here on the cover of the Fader) to Rihanna. Just yesterday, DIS teamed up with forward-thinking denim brand 69 Worldwide to present a unisex collection featuring uber-flared culottes.