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’ve ever made. But JNCO (Judge None Choose One) takes wide-leg jeans to a whole new level. Founded by Jacques Yaakov Revah and Haim Milo Revah in 1985, JNCO quickly became a beloved brand in the ’90s for skate, rave, and street cultures. The unique shape of the pants, with their oversized pockets and flowing material that grazed the floor, had a triangular silhouette. Many of them featured graffiti-like patches, the iconic JNCO logo, vibrant flaps, and contrasting stitching to make a bold statement.
Today, Milo and his daughter Camilla are successfully revitalizing 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, I was intrigued. Celebrities like Billie Eilish, Justin Bieber, and Post Malone have been spotted wearing the brand, according to Camilla. I knew it was time to put my love for wide-leg jeans to the ultimate test. Just how far 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 Easy Wide Pipes, priced at $160, have a more classic design, while the Hypnotix, priced at $280, feature eye-catching red and white wave panels down the sides, making it a descendant of the Solid State collection. I was already familiar with styling the Pipes silhouette, as they didn’t feel as baggy as I expected. But 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 even invited me out dancing, promising to look for the jeans with a wink.
JNCO jeans have always been a symbol of rebellion and individuality. Camilla explains, “More than just denim, JNCO represents freedom, creativity, and bold self-expression.” The brand’s popularity soared in the ’90s when school districts began banning them, solidifying their status as a symbol of youthful defiance. The exaggerated shape of the jeans and their artistic, graffiti-inspired embroideries were a way for people to express themselves.
So why are JNCO jeans making a comeback? For anyone who loves fashion, the ’90s are a never-ending source of nostalgia. From Eilish’s iconic grunge style to Bieber’s oversized outfits, celebrities are at the forefront of JNCO’s resurgence, influencing a new generation to embrace the look – even down to the keychains tugging at the 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,” Camilla says. “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.”
The most popular JNCO styles today include the Mammoth, with a 40-inch leg opening, the Twin Cannons, Pipes, and Low Downs, according to Camilla. “These styles have defined our legacy in the world of denim and streetwear since the brand’s inception,” she adds.
As a huge fan of ’90s fashion, JNCO jeans feel incredibly cool to me just because they’re different. Apart from the fact that I already love a wide-leg silhouette, these pants stand out and start conversations. The oversized patches and logos are comfortable and not at all itchy, and the enormous pockets – especially the ones at the back – add to the overall roomy feel of the pants. The denim itself is structured, but with enough stretch to easily pull them up and down and move
