With financial backing from China’s Guotai Litian, the popular ’90s brand JNCO is set to make a comeback, having returned from the shadows of forgotten fads during last week’s Liberty Fairs in New York. Spearheaded by Andrew Jacovou, recently named president and chief executive officer of Los Angeles-based Guotai Litian, and managing director of marketing and former JNCO employee Steven Sternberg, the inaugural fall offering will include three distinct capsules: the core collection, a fashion collection, and a heritage range, which will feature jeans with leg openings of 20 and 23 inches. Jacovou said JNCO “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.”
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