12 Oversized Facts About JNCO Jeans

In 1998, Fortune magazine declared, "If you can't pronounce 'JNCO,' you're hopelessly out of touch." JNCOs—which today stands for "Judge None, Choose One," according to its website, but at one point stood for "Journey of the Chosen Ones," or maybe even the slightly less rebellious “Jeans Co.”—were quintessentially '90s jeans, worn largely (at least at first) by skaters and nonconformists and known for mega-wide leg openings. Though the clothing line enjoyed only fleeting relevance, the clownish silhouettes have been immortalized through regular nostalgia-fueled posts and Onion punchlines. And did we mention, the brand is back with new investors? Here are a few things you might not have known about JNCOs.

1. THE AMERICAN-INSPIRED BRAND WAS FOUNDED BY TWO FRENCH MEN.

JNCO was founded in 1985 by Haim and Yaakov Revah, two media-shy brothers from France who go by "Milo" and "Jacques," respectively. Together, the two operated Revatex, the Los Angeles parent company which began producing mostly private-label apparel for retail chains before eventually introducing JNCOs to the public in 1993. Los Angeles served as an appropriate location for its launch: According to The Los Angeles Times, JNCO was born out of Milo's love for the city's culture—particularly, that of its wide-pant-wearing Latino population he encountered in east Los Angeles neighborhoods. Though the Revahs were born in Morocco and raised in France, they always expressed an interest in American culture. Milo told The Times that among his favorite pastimes was watching reruns of Starsky and Hutch and Charlie's Angels.

2. JNCO ACTIVELY REJECTED "CONVENTIONALISM" THROUGHOUT THE '90s.

From the start, JNCO's mission, according to its website, was to “Challenge conventionalism. Explore the unfamiliar. Honor individuality.” One could argue that JNCO was unwavering on the first part of its mission throughout the '90s, defining itself in opposition to mainstream brands like Levi's. JNCO's target demographic was made abundantly clear through its sponsorships of extreme-sports events, aiming for surfers and skateboarders between 12 and 20 years old. In a 1998 Fortune article, writer Nina Munk speculated that ads taken out in magazines like Electric Ink and Thrasher were there to bait "cool young (mainly white) men." The article also mentioned that Revatex would often hand out free clothes to '90s tastemakers, including extreme athletes Todd "Wild Man" Lyons and Sean Mallard, as well as members of Limp Bizkit and prominent DJs in the rave scene.

3. FOLLOWING THE BANKRUPTCY OF ITS MAIN RETAILER, JNCO EMBRACED A "SUBURBAN" BRAND.

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In 1994, JNCO's main retailer, the Joppa, Maryland-based jeans chain Merry-Go-Round, filed for bankruptcy; two years later, it liquidated all of its stores. The Revahs, who had withdrawn all JNCOs merchandise from Merry-Go-Round before the stores liquidated, recruited Steven Sternberg to help rebrand the jeans. Sternberg, a New York retail guru who had made waves working with B.U.M. Equipment—another Los Angeles-based clothing line popular among mall dwellers—told them that "this is not an urban line." He suggested the company should, instead, align itself with surf and skate brands like Billabong and Quiksilver. "We would not sell to stores that carried FUBU or Cross Colours," Sternberg told Racked. "We retooled JNCO from being an urban line to being strictly a suburban line."

4. IN 1997, 10 PERCENT OF PACSUN'S BUSINESS WAS FROM JNCO JEANS.

Thomas Hawk, Flickr // CC BY-NC 2.0

Its suburban branding in place, JNCO found a fruitful partner in Anaheim's on-the-rise retailer Pacific Sunwear (PacSun). "This [PacSun] management team has great ability to anticipate what's hot," a Baltimore stock analyst told The Wall Street Journal in 1996. 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. ''People can go anywhere to buy Levi's,'' Carl Womack, Pacific Sunwear's chief financial officer, told The New York Times in 1997. ''Fashion-oriented kids don't come to us for that. 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.''

5. THE SECRET TO JNCO'S (SHORT-LIVED) SUCCESS WAS ITS HANDS-ON PROMOTION.

Asked what the secret to their success was in 1997, Tam Miller, vice president of sales and marketing, told The New York Times that it was all about close contact with the customer base. "We pay very close attention to everything they say. 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?'" Other accounts confirm this statement to be true: 30-year-old Joseph Janus, who had joined JNCO as director of advertising and marketing, was spotted at a New York rock club, evangelizing to teens with his seemingly relatable jeans and baseball cap. He'd even asked kids to take off their pants and trade them in for JNCOs, according to Ad Age.

6. THERE WAS A TIME WHEN JNCO'S FUTURE LOOKED FAR BRIGHTER THAN LEVI'S.

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In a 1997 New York Times article, 18-year-old college student Sam Norris named Guess, Tommy Hilfiger, and JNCOs as his favorite jeans—and declared Levi's officially uncool. "Levi's are sort of, I don't know, outdated or something," he told the paper. Levi Strauss had announced mass layoffs (around 1000 employees, in the Times' estimation) due to slowly growing sales and rising costs. All the while, JNCO's sales were at an all-time high: In 1997, the privately held company's sales were estimated by Ad Age to be between $40 million and $100 million; by 1998—at its peak—JNCO recorded sales of $186.9 million.

7. THEY WERE BANNED FROM ORANGE COUNTY SCHOOLS.

The Los Angeles Timesreported in 1998

that Orange County schools were banning wide-leg jeans, putting JNCO and Kikwear on the list of verboten legwear. 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. "They think it's gangster," one student said. "It doesn't matter what you wear. If you look at someone wrong or they don't like you, they're still going to go after you."

8. COUNTERFEIT JNCO JEANS WERE A HUGE PROBLEM IN CHICAGO.

JNCO, Facebook

Revatex and PacSun weren't the only ones profiting off of the rise of wide-legged jeans in the '90s. By the mid-'90s, Chicago counterfeiters were taking advantage of the fad, according to The Chicago Tribune. Revatex executives who had flown to Chicago to expand their JNCO market discovered that many stores were already selling pants claiming to be JNCOs. The company was left with no choice but to hire a private-investigation firm to help them take the fakes off the market. "There are literally times when you can't market your products in some cities because counterfeiters have already marketed it," Karl Manders, a chief executive officer who worked with Revatex in their counterfeit battle, told The Tribune.

9. THE SALES OF JNCO JEANS "SAGGED BADLY" IN 1999.

While JNCO had earned its denim crown from 1995 and 1998—with sales climbing from $36 million to $186.9 million—its numbers suffered in the following year. Racked reports that in 1999, sales dipped to $100 million. Consequently, parent company Revatex shut down its Los Angeles facility, leaving 250 workers jobless.

That same year, The New York Times published the deep-dive "Levi's Blues," an investigation into the many lives of the classic denim company. It featured a 16-year-old from Las Vegas, New Mexico who explained that "JNCO [was] more last year": "Now it's more Polo and Tommy Hilfiger and Boss," he said. The writer Hal Espen went on to note that the sales of JNCO jeans had been "sagging badly":

"As my informants at Villa Linda Mall [in Santa Fe, New Mexico] told me, really baggy, the thuggish thing, is fading out, and boys and girls are embracing more of a preppy look. 'Not really a slim, tapered leg,' one boy told me, 'but not going for humongous, either.' Perhaps it's another paradigm shift. That would be cool, wouldn't it?"

10. HOT TOPIC DEEMED JNCOs "UNCOOL."

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Cindy Levitt, merchandise manager for Hot Topic, told The Los Angeles Times in 2000 that JNCOs were a little too mainstream for her store's clientele. "You still see JNCO at raves," she said. "But it's a little uncool for our customer. It's at too many doors in the mall." Levitt was speaking to JNCOs growing presence among "pedestrian" shops like J.C. Penney—where, in 1998, JNCO was the top-selling brand among young men—as well as PacSun, Ron Jon Surf Shop and The Buckle.

11. THE WIDEST LEG OPENING ON A PAIR OF JNCO JEANS IS CURRENTLY LISTED AT 50 INCHES.

One of JNCO's popular styles in the '90s was the outrageously proportioned "Crime Scenes" jean. According to the clothing label's official (revived) website, "wearing less than 50[-inch] leg openings would be a crime against fashion, and we won't let that happen." For comparison, their waist sizes only go up to 47 inches.

12. THEY'RE BACK (AND NOT QUITE HOW YOU REMEMBER THEM).

Thanks to the Chinese trading company Guotai Litian—which bought JNCO for seven figures—as well as the cyclical nature of fashion, JNCOs relaunched as an all-purpose denim company last year. This time around, the "unconventional" line looks a little less ... unconventional. While signature wide-legged jeans are still available through the "Heritage collection" in 20 to 23 inches, the company is cashing in on current trends, too—specifically in athleisure. Also, as Joseph Cohen, director of strategic planning at Guotai USA told TODAY, the new line has a different target demographic in mind: “between 20 and 40 years old."

Looking to Downsize? You Can Buy a 5-Room DIY Cabin on Amazon for Less Than $33,000

Five rooms of one's own.
Five rooms of one's own.
Allwood/Amazon

If you’ve already mastered DIY houses for birds and dogs, maybe it’s time you built one for yourself.

As Simplemost reports, there are a number of house kits that you can order on Amazon, and the Allwood Avalon Cabin Kit is one of the quaintest—and, at $32,990, most affordable—options. The 540-square-foot structure has enough space for a kitchen, a bathroom, a bedroom, and a sitting room—and there’s an additional 218-square-foot loft with the potential to be the coziest reading nook of all time.

You can opt for three larger rooms if you're willing to skip the kitchen and bathroom.Allwood/Amazon

The construction process might not be a great idea for someone who’s never picked up a hammer, but you don’t need an architectural degree to tackle it. Step-by-step instructions and all materials are included, so it’s a little like a high-level IKEA project. According to the Amazon listing, it takes two adults about a week to complete. Since the Nordic wood walls are reinforced with steel rods, the house can withstand winds up to 120 mph, and you can pay an extra $1000 to upgrade from double-glass windows and doors to triple-glass for added fortification.

Sadly, the cool ceiling lamp is not included.Allwood/Amazon

Though everything you need for the shell of the house comes in the kit, you will need to purchase whatever goes inside it: toilet, shower, sink, stove, insulation, and all other furnishings. You can also customize the blueprint to fit your own plans for the space; maybe, for example, you’re going to use the house as a small event venue, and you’d rather have two or three large, airy rooms and no kitchen or bedroom.

Intrigued? Find out more here.

[h/t Simplemost]

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10 Facts About Real Genius On Its 35th Anniversary

Val Kilmer stars in Martha Coolidge's Real Genius (1985).
Val Kilmer stars in Martha Coolidge's Real Genius (1985).
Sony Pictures Home Entertainment

In an era where nerd is a nickname given by and to people who have pretty much any passing interest in popular culture, it’s hard to imagine the way old-school nerds—people with serious and socially-debilitating obsessions—were once ostracized. Computers, progressive rock, and role-playing games (among a handful of other 1970s- early '80s developments) created a path from which far too many of the lonely, awkward, and conventionally undateable would never return. But in the 1980s, movies transformed these oddballs into underdogs and antiheroes, pitting them against attractive, moneyed, successful adversaries for the fate of handsome boys and pretty girls, cushy jobs, and first-place trophies.

The 1985 film Real Genius ranked first among equals from that decade for its stellar cast, sensitive direction, and genuine nerd bona fides. Perhaps fittingly, it sometimes feels overshadowed, and even forgotten, next to broader, bawdier (and certainly now, more problematic) films from the era like Revenge of the Nerds and Weird Science. But director Martha Coolidge delivered a classic slobs-versus-snobs adventure that manages to view the academically gifted and socially maladjusted with a greater degree of understanding and compassion while still delivering plenty of good-natured humor.

As the movie commemorates its 35th anniversary, we're looking back at the little details and painstaking efforts that make it such an enduring portrait not just of ‘80s comedy, but of nerdom itself.

1. Producer Brian Grazer wanted Valley Girl director Martha Coolidge to direct Real Genius. She wasn’t sure she wanted to.

Following the commercial success of 1984’s Revenge of the Nerds, there was an influx of bawdy scripts that played upon the same idea, and Real Genius was one of them. In 2011, Coolidge told Kickin’ It Old School that the original script for Real Genius "had a lot of penis and scatological jokes," and she wasn't interested in directing a raunchy Nerds knock-off. So producer Brian Grazer enlisted PJ Torokvei (SCTV) and writing partners Babaloo Mandel and Lowell Ganz (Splash, City Slickers) to refine the original screenplay, and then gave Coolidge herself an opportunity to polish it before production started. “Brian's original goal, and mine, was to make a film that focused on nerds as heroes," Coolidge said. "It was ahead of its time."

2. Martha Coolidge’s priority was getting the science in Real Genius right—or at least as right as possible.

In the film, ambitious professor Jerry Hathaway (William Atherton) recruits high-achieving students at the fictional Pacific Technical University (inspired by Caltech) to design and build a laser capable of hitting a human-sized target from space. Coolidge researched the subject thoroughly, working with academic, scientific, and military technicians to ensure that as many of the script and story's elements were correct. Moreover, she ensured that the dialogue would hold up to some scrutiny, even if building a laser of the film’s dimensions wasn’t realistic (and still isn’t today).

3. One element of Real Genius that Martha Coolidge didn’t base on real events turned out to be truer than expected.

From the beginning, the idea that students were actively being exploited by their teacher to develop government technology was always fictional. But Coolidge learned that art and life share more in common than she knew at the time. “I have had so many letters since I made Real Genius from people who said, 'Yes, I was involved in a program and I didn’t realize I was developing weapons,'" she told Uproxx in 2015. “So it was a good guess and turned out to be quite accurate.”

4. Val Kilmer walked into his Real Genius audition already in character—and it nearly cost him the role.

After playing the lead in Top Secret!, Val Kilmer was firmly on Hollywood’s radar. But when he met Grazer at his audition for Real Genius, Kilmer decided to have some fun at the expense of the guy who would decide whether or not he’d get the part. "The character wasn't polite," Kilmer recalled to Entertainment Weekly in 1995. "So when I shook Grazer's hand and he said, 'Hi, I'm the producer,' I said, 'I'm sorry. You look like you're 12 years old. I like to work with men.'"

5. The filmmakers briefly considered using an actual “real genius” to star in Real Genius.

Among the performers considered to play Mitch, the wunderkind student who sets the movie’s story in motion, was a true genius who graduated college at 14 and was starting law school. Late in the casting process, they found their Mitch in Gabriel Jarrett, who becomes the third generation of overachievers (after Kilmer’s Chris and Jon Gries’s Lazlo Hollyfeld) whose talent Hathaway uses to further his own professional goals.

6. Real Genius's female lead inadvertently created a legacy for her character that would continue in animated form.

Michelle Meyrink, Gabriel Jarret, Val Kilmer, and Mark Kamiyama in Real Genius (1985).Sony Pictures Home Entertainment

Michelle Meyrink was a staple of a number of ‘80s comedies, including Revenge of the Nerds. Playing Jordan in Real Genius, she claims to “never sleep” and offers a delightful portrait of high-functioning attention-deficit disorder with a chipper, erratic personality. Disney’s Chip 'n Dale: Rescue Rangers co-creator Tad Stones has confirmed that her character went on to inspire the character of Gadget Hackwrench.

7. A Real Genius subplot, where a computer programmer is gaming a Frito-Lay contest, was based on real events.

In the film, Jon Gries (Napoleon Dynamite) plays Lazlo Hollyfeld, a reclusive genius from before Chris and Mitch’s time who lives in a bunker beneath their dorm creating entries to a contest with no restrictions where he eventually wins more than 30 percent of the prizes. In 1969, students from Caltech tried a similar tactic with Frito-Lay to game the odds. But in 1975, three computer programmers used an IBM to generate 1.2 million entries in a contest for McDonald’s, where they received 20 percent of the prizes (and a lot of complaints from customers) for their effort.

8. One of Real Genius's cast members went on to write another tribute to nerds a decade later.

Dean Devlin, who co-wrote Stargate and Independence Day with Roland Emmerich, plays Milton, another student at Pacific Tech who experiences a memorable meltdown in the rush up to finals.

9. The popcorn gag that ends Real Genius isn’t really possible, but they used real popcorn to simulate it.

At the end of the film, Chris and Mitch build a giant Jiffy Pop pack that the laser unleashes after they redirect its targeting system. The resulting popcorn fills Professor Hathaway’s house as an act of revenge. MythBusters took pains to recreate this gag in a number of ways, but quickly discovered that it wouldn’t work; even at scale, the popcorn just burns in the heat of a laser.

To pull off the scene in the film, Coolidge said that the production had people popping corn for six weeks of filming in order to get enough for the finale. After that, they had to build a house that they could manipulate with hydraulics so that the popcorn would “explode” out of every doorway and window.

10. Real Genius was the first movie to be promoted on the internet.

A week before Real Genius opened, promoters set up a press conference at a computer store in Westwood, California. Coolidge and members of the cast appeared to field questions from press from across the country—connected via CompuServe. Though the experience was evidently marred by technical problems (this was the mid-1980s, after all), the event marked the debut of what became the online roundtable junket.