Equipment—another Los Angeles-based clothing line popular among mall dwellers—told them that "this is not an urban line. The analyst was, of course, speaking of the retailer's recent partnership with JNCO jeans—a move which a later financial report would show was just as lucrative for JNCO as it was for the Anaheim retailer.
The only way we can distinguish ourselves is with smaller brands. JNCO has gone from almost none of our business to about 10 percent over a period of a year. Asked what the secret to their success was in , Tam Miller, vice president of sales and marketing, told The New York Times that it was all about close contact with the customer base. In my neighborhood, there is a skating ramp and I go there and bring samples all the time. When I go home, all the kids run around and ask, 'What's new?
Levi Strauss had announced mass layoffs around employees, in the Times ' estimation due to slowly growing sales and rising costs. Administrators told the newspaper that they were fearful of students tripping over the baggy pants, as well as using the extra "yardage" to hide weapons.
Some students at the time of the article being published believed the administrative move had subtext—that the pants signified gang affiliation. If you look at someone wrong or they don't like you, they're still going to go after you. Most retailers who ordered private-label clothing and rebranded it had to wait about six months for overseas manufacturers to fulfill orders. But the Revahs owned a factory based right in Los Angeles and could fill orders in just eight weeks.
They were successful, but eventually, the brothers wanted something they could call their own. For inspiration, Milo turned to the Latino community of East Los Angeles, a vibrant culture he had long admired. There he found young men who favored a specific style of jeans that were wider around the ankle and hung low on their waists. Revatex had a style, but they needed a marketing hook.
To capture the urban feel of the jeans, they enlisted Los Angeles graffiti artist Joseph Montalvo, who went by the name Nuke, to design a logo they could slap on the jeans.
They settled on the name JNCO , though it was never made explicitly clear what the letters stood for. It also might have meant Jeans Company. The Revahs never addressed it because they hardly ever gave interviews , preferring to let the commercial side of the business take a backseat to what they hoped would become a hot new trend.
It did, but not in the way anyone expected. JNCOs debuted in —and for a long time, not much happened. The jeans were a steady seller in specialty markets and had a home at Merry-Go-Round , where the Revahs had an existing relationship with buyers. The stores were able to target the trendy teen shoppers that JNCOs needed to become a success. But by the early s, Merry-Go-Round had become a victim of its own success, expanding too rapidly to sustain business at over locations of its various brands across the country.
By , they were liquidating all of their stores and offering steep markdowns on unsold inventory, including JNCOs. Losing their major retailing partner turned out to have a silver lining for Revatex.
All of those JNCOs being sold at a discount were snatched up by boutiques, who resold them at regular price and introduced the jeans to a whole new market. At the same time, the Revahs decided to recruit a marketing guru named Steven Sternberg, who had successfully made B. Equipment a big name in jeans.
Sternberg was blunt in his assessment of JNCOs. He explained that the Revahs needed to pay much more attention to the suburban market in order to grow the brand. To test this theory, he turned to the standard-bearers of suburban counter-culture: surfers and skateboarders. If they thought JNCOs were cool, well, so would teenagers.
To prove his point, Sternberg went to a surf trade show in Orlando and set up a JNCO booth at a hotel across the street from the convention.
JNCO jeans were about to see the inside of fitting rooms all over the country. They specialized in brands that felt a little underground, with names like Menace. They had logos, racing stripes, and neat silhouettes. They were jeans for teens who wanted to rebel against adults. And there were more rebels than ever. In the s, 31 million teens were going shopping an average of 54 times a year and buying eight to 12 pairs of jeans annually.
It was a good time to get into the teen-targeted denim game. Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website.
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