JNCO Jeans, the denim brand that gained popularity in the ’90s for its trendy super-wide-legged jeans, is shuttering for good and liquidating all inventory.
The Los Angeles-based said in an Instagram post last week that it will cease operations. “Due to licensing issues, production and all sales through the website will end soon,” the post noted.
The company thanked its loyal fans in the post, speaking on how regretful it was to be ending operations and how grateful it was to have served its customer base for more than three decades. The post also served as a platform for JNCO to announce a closing sale, where shoppers get free pairs of JNCO jeans when they buy two or more styles.
JNCO was founded in 1985 by brothers Jacques Yaakov Revah and Haim Milo Revah. The company catapulted to success in the ’90s, becoming well known for pushing fashion boundaries by experimenting with different fits and unconventional fabrications. Sales peaked at nearly $200 million in 1998, as the brand positioned itself at the forefront of alternative fashion, becoming the apparel of choice for the skater, rave, goth and hip-hop communities.
However, sales figures dropped when the extra-wide-legged trend faded, and the brothers were forced to close the main factory in 2000.
In 2015, with brand-new inventory in tow, JNCO attempted a comeback with financial backing from Chinese investors Guotai Litian, a division of Jiangsu Guotai International Group, one of the leading import-export groups in Jiangsu province, China.
On its website, JNCO sums up what the brand represented at the highlight of its success: “JNCO defined a way of life that pushed the limits, encouraged creativity and championed individuality, creating the original lifestyle brand that became the foundation of the ’90s youth generation.”
Now, the brand’s final bow to its fanbase is a site wide sale it hopes will clear inventory before it closes for good.