The Ever-Shifting World of Denim: From Skinny Jeans to JNCOs and Beyond

Millennials, welcome to your “mom jeans” era. Even as the styles your mothers wore may be cool again, the once-ubiquitous skinny jeans of the 2010s are falling out of favor. And Gen Z, be warned: the loose-leg, light-wash denim and white sneaker combination you love may soon feel dated. Even the oversized silhouettes of JNCO jeans, a 90s staple, are experiencing a resurgence, leaving some wondering if this is a lasting trend or a fleeting fad.

The Cyclical Nature of Denim Trends

Jeans, despite being a durable wardrobe staple, are surprisingly susceptible to the whims of fashion. What feels modern one season can quickly become embarrassing the next. This volatility is particularly noticeable given how often jeans are worn and how closely they relate to personal identity. As trends evolve at an increasingly rapid pace, keeping up can feel impossible.

“The fashion industry builds in this social obsolescence,” explains Carolyn Mair, a behavioral psychologist specializing in the fashion business. “However well we try to phrase it, looking old is something that most people do not aspire to.”

The Millennial Experience: From Skinny Jeans to Uncertainty

For millennials, skinny jeans were more than just a trend—they were a uniform. Throughout the 2000s and 2010s, the tight, tapered fit remained largely consistent, despite variations in waistlines and washes. However, around 2017, wider-leg and baggier styles began to gain traction among influencers and fashion-forward individuals, a shift that took time to reach the mass market, particularly due to pandemic lockdowns.

Susie Draffan, a senior denim strategist at trend forecasting firm WGSN, notes a “democratization” of denim post-pandemic, with multiple styles trending simultaneously. Unfortunately for millennials, skinny jeans are currently not among the “it” styles. Sales of skinny jeans declined in 2021 for the first time in a decade, becoming a signifier of a cohort no longer considered ascendant.

“Skinny jeans develop you look old,” states Sonya Abrego, a design historian.

The Return of JNCO Jeans and Y2K Aesthetics

Interestingly, JNCO jeans, known for their ultra-wide legs and bold designs, are making a comeback, appealing to both Gen Z and millennials. JNCO, founded in 1985, was a defining brand of 90s skater and streetwear culture. The resurgence is fueled by nostalgia and the broader revival of Y2K aesthetics. JNCO jeans are now available online through their official website, Amazon, Urban Outfitters, and PacSun, offering classic wide-leg styles alongside updated fits and modern designs.

The Pressure to Keep Up and the Search for Comfort

Shara Seigel, a 40-year-old working in Recent York City, found herself at odds with current trends after building a collection of skinny jeans when she lost weight. She felt pressured to adopt baggier styles but found them unflattering. “Everyone looks like they’re wearing a potato sack,” she says. She’s hesitant to invest heavily in new styles, wondering if skinny jeans might eventually return to popularity.

Denim and Identity

Jeans are more than just clothing; they are a vehicle for expressing identity, sexuality, and social belonging. The body politics surrounding jeans have been a marketing tool for brands for decades, as seen in iconic ads from Calvin Klein and American Eagle. Even the “mom jean” – a relaxed, high-waisted cut – became a cultural punchline when it deviated from prevailing styles.

Emma McClendon, a fashion historian, explains that a shift in jean styles can change how a body is perceived, impacting a wearer’s self-perception and social value.

Resisting the Trend Cycle and Embracing Sustainability

Aja Barber, a consultant and writer focused on sustainability and fashion, suggests that many people eventually opt out of the constant trend cycle. She argues that those with a strong sense of self are less concerned with fleeting fashions. Considering the environmental impact of denim production—a highly water-intensive and polluting process—choosing secondhand options is a sustainable alternative.

“There’s nothing new under the sun when it comes to jeans,” Barber says.

Finding What Works for You

Stephanie Borman, a 39-year-old tech worker in San Francisco, embraced exploring different styles after her body changed following childbirth. She’s learned to invest in styles that suit her body type and personal preferences.

the current denim boom offers an opportunity to experiment and find what works best for each individual. As McClendon notes, falling out of fashion “doesn’t make you cultural garbage.”