Former baby-ravers of the world, rejoice! JNCO has seemingly taken our plea for a revival to heart: The '90s denim brand has just announced it will be relaunching for a modern revival.

As reported by WWD, JNCO's reboot will consist of three new lines that will include a core collection, a fashion collection, and, for the denim purists, a "heritage collection" — which means you can expect throwback styles with "20 to 23 inch leg openings" and high waists. JNCO is giving the people what they want!

Aiming to attract the 18 to 35 demographic, the masterminds behind JNCO's comeback denim tour believe the jeans "will appeal to trendsetting men and women who wore the brand in the Nineties, as well as a new generation of consumers who will be introduced to the brand’s fashion-forward sensibilities for the first time.”


Yes, fashion-forward: that's not a typo. As you'll recall, Rihanna, fashion's prescient oracle of all trends-to-be, donned a ginormous pair of jeans for a recent issue of i-D, while FKA Twigs was posed up on her June/July 2014 Fader cover in a pair that looked straight off a vintage Hot Topic rack. But the brand also promises to offer more modern fits, as you can tell from some of the sneak peeks revealed on their Instagram account (I will be following them, immediately):

If the trend is coming at you too fast, you need not worry: the revamped website offers no hard dates for a relaunch, but a simple "Coming Soon" missive. So you have time to brace yourself. This JNCO moment is officially a thing.


Marjon Carlos is a style and culture writer for Fusion who boasts a strong turtleneck game and opinions on the subjects of fashion, gender, race, pop culture, and men's footwear.