Popular 1990s denim brand JNCO is set to make a comeback. China-based Guotai Litian is backing the forgotten brand, which returned last week during Liberty Fairs in New York, reports WWD.
The inaugural Fall 2015 line will include three capsules — the core collection, a heritage range, will feature jeans with leg openings of 20 and 23 inches.
“JNCO will appeal to trendsetting men and women who wore the brand in the ’90s, as well as a new generation of consumers who will be introduced to the brand’s fashion-forward sensibilities for the first time,” said Andrew Jacovou, who was named president and CEO of Los Angeles-based arm of Guotai Litian.
The brand rose to prominence in the 1990s, as the style of jeans became larger and larger. Their line was best known for its range of ultra-wide straight-legged denim jeans.
JNCO has relaunched its website, though the “Collections” section says its coming soon.