JNCO Jumps Back Into Juniors Jeans
After a four-year hiatus, JNCO, known for its line of young men’s and boys’ jeans, is getting back into the juniors jeans business with a high-end denim collection.
The 30 styles, which will wholesale from $16 to $25, will be made in Southern California and Mexico. Some of the washes will be done at the company’s Los Angeles facility. The line is being shipped for the Holiday season and marketed to mid-tier department stores and specialty stores.
JNCO is best remembered for its elephantbell denim pants sold to young men and women in the 1990s. The company decided to exit the juniors business when price points became so low that JNCO executives felt they could not maintain the product’s quality.
“Now you have these teen-agers with more spending power,” said Eli Petel, vice president of marketing and licensing. “Girls want to dress a little bit more fancy, and they are able to afford it this time.”
JNCO’s juniors line will feature novelty details such as fabric-grinding finishes, homesewn patchwork appliqueacute;s, crystal beads, rhinestones, military flaps, big zippers, buckles and hardware. The line will have low-, medium- and high-rise waists as well as bootcut and straight-leg pants in fitted and relaxed silhouettes.
Milo Revah, the company’s chief executive, founded JNCO in 1985 in Los Angeles. JNCO’s parent company is Revtex Inc.
—Deborah Belgum
