JNCO, SEJARAH SINGKAT DENIM JEANS PALING FENOMENAL ERA 90AN

Summary

Jinko, a legendary jeans brand from the 90s, became a symbol of youth culture and subcultures like graffiti and skateboarding with its iconic oversized jeans. Founded by Haim Milo and Yakov Refa, Jinko quickly rose to fame, achieving massive success and even reaching revenues of up to $3.2 trillion. However, rapid growth, competition, and oversaturation led to its downfall in the early 2000s. Despite several attempts at revival, including acquisitions and rebranding, Jinko ultimately faded from the scene. The video explores its meteoric rise, challenges, and ultimate decline in the fashion industry.

Takeaways

• 😀 Jinko was a highly popular jeans brand in the 90s, known for its oversized designs, especially jeans with leg openings up to 50 inches.
• 😀 The brand became a cultural phenomenon, adopted by various subcultures such as graffiti artists, skateboarders, and surfers.
• 😀 Jinko's success was driven by its ability to quickly produce jeans at a faster rate compared to other companies, thanks to the Revatex factory.
• 😀 The founders, Haim and Yakov Milo, originally worked in the denim industry in France before moving to the US in 1985 to start Revatex, which produced jeans for other brands.
• 😀 Jinko's unique selling point was its oversized jeans with large pockets, inspired by graffiti culture, which was a response to the needs of street artists and skaters.
• 😀 The brand's logo was designed by graffiti artist Joseph Montelvo, adding to its street credibility and appeal to the graffiti scene.
• 😀 Despite its initial success, Jinko faced challenges, including the bankruptcy of its major retailer, Mary Go Round, in 1996, which temporarily affected distribution.
• 😀 After losing Mary Go Round, Jinko focused on suburban youth markets and gained traction in skate and surf shops, increasing its presence in the subculture.
• 😀 By 1997, Jinko reached annual revenues of over $130 million, but rapid growth and poor production management caused issues, leading to a significant revenue drop by 1999.
• 😀 The brand eventually lost its cool factor as its oversized jeans became too mainstream, competing brands copied the style, and Jinko failed to build a loyal fanbase, leading to its decline in the early 2000s.

Q & A

What is the origin of Jinco's name?

The exact meaning of the Jinco name is unclear, but there are several theories. Some suggest it stands for 'Jud Non Choose One,' 'Journey of the Chosen One,' or simply 'Jeans Company.'

Who were the founders of Jinco?

Jinco was founded by Haim Milo and his brother Yakov Jaquwes Refa, who moved to Los Angeles in 1985 to start their own business.

How did Jinco initially gain success in the fashion industry?

Jinco's success was partly due to its innovative approach of creating oversized jeans with large pockets, which catered to graffiti artists and other subcultures. Their connection with these communities helped boost their popularity.

What was Jinco's initial business model before creating their own brand?

Before launching their own brand, Haim and Yakov ran a company called Prevatex, which manufactured jeans for other brands in the U.S., offering faster production and shipping times than competitors.

Why did Jinco focus on the graffiti and subculture market?

In the 90s, the graffiti scene, especially in Los Angeles, was rapidly growing. Graffiti artists needed larger pockets for their spray cans, which inspired Jinco to create oversized jeans that would be embraced by this community.

How did Jinco market their jeans to subcultures like skaters and surfers?

Jinco targeted these subcultures by sponsoring graffiti murals, handing out free samples at skate parks, and placing ads in magazines popular with teens. They also relied on word-of-mouth and grassroots marketing.

What caused Jinco's major decline in the late 1990s?

Several factors contributed to Jinco's decline, including production delays, oversaturation of their products in the market, and the imitation of their designs by other brands. Their products became too mainstream and lost the 'cool' factor.

How did Jinco's relationship with Mary Go Round impact their business?

Jinco initially benefitted from being sold in Mary Go Round, a major retail chain, but when Mary Go Round went bankrupt in 1996, Jinco lost a key distributor. However, the brand was able to recover by selling products to other retail stores.

What strategy helped Jinco bounce back in the late 1990s?

Jinco hired marketing expert Stepen Stberg, who advised them to focus on suburban youth and subcultures like skaters and surfers. This strategy helped the brand regain traction, especially through retail stores like Hot Topic and Pacific Sunwear.

What happened to Jinco in the early 2000s?

In the early 2000s, Jinco's popularity declined due to oversaturation in the market and a lack of a dedicated fan base. By 2003, the founders had moved production to China, and the brand continued to struggle, eventually being sold to a Chinese investment company in 2014.