Someone wise once said, “Everything old is new again.” Someone else wise said, “Let’s make everything old new again… and then charge exorbitant prices for it.” That’s exactly what’s happening now that JNCO jeans are getting re-released with a hefty price tag.
Back in the 1990s, the pants industry took a big swing in the opposite direction of skinny jeans all the way to widest wide leg jeans you can imagine. JNCO jeans popularized the look with baggy jeans that spread out to upwards of 50 feet wide.
JNCO has gone through several iterations over the past few decades, but now one of the original founders is relaunching the brand with eight new styles of jeans that cost a whopping $225 and $350 each.
According to Mixmag, Milo Revah, who founded JNCO alongside his brother Jacques Yaakov Revah in 1985, is heading the new JNCO brand with his daughter Camilla.
“When I began to understand the flavor of Los Angeles, I was obsessed and came up with this concept of wide leg jeans,” Milo told Mixmag.
LAUNCHING AT 11AM PST. SEE YOU THERE. https://t.co/xLNAwIWEID
— JNCO (@jncolosangeles) June 28, 2019
The baggy jeans took off in Los Angeles and beyond, becoming a staple in malls all across America. Their popularity didn’t last forever.
I mean, it makes sense that people got sick of looking like a walking laundry basket with yards of fabric draped around their legs.
The market for JNCOs steadily declined over the years, with average prices falling from triple digits to below $70 in 2017, according to Jezebel. It didn’t seem like people were clamoring for more JNCO jeans in their lives, but it looks like the pants have their fans.
Need me some JNCO jeans
— Snake (@SnakeDiggity) June 27, 2019
Will JNCO fans be willing to pay $350 for that 90s-era wide-leg? Based on what they’re saying online, probably not.
Guess I’m gonna have to wait for the next JNCO relaunch because no one is going to pay these insane prices
— Hoy Sinsation (@HoySinsation1) June 28, 2019
Seriously, you guys are my favorite jeans/shorts company but they weren’t even this expensive back in the 90’s when they were popular. You should seriously rethink your pricing strategy.
— Brandon Brooker (@Kain_Azrael) June 28, 2019
Guess we’ll wait for the company to fail again, wait for someone to find them in a dumpster and sell them for $40 on ebay.
— Jeff Grenade (@JLGrenade) June 29, 2019
We all about that #JNCO life but them prices gotta come down drastically or this re-relaunch is doomed. Ain’t no one on street level – the demographic that’s always been the brand’s bread & butter – can afford where y’all at rn. Yuppie posers ain’t gonna do it. #c2style #fashion
— Project Cybersyn 2.0 / Evangelical Left Syndicate (@Cybersyn2) June 28, 2019