A Journey Through South Central LA and the Rise of JNCO Jeans

Growing up in South Central Los Angeles in the 90s was an experience that shaped me in ways I am still discovering. It was a time when the city was alive with the pulsating beats of rave culture, a phenomenon that captivated my friends and me. We were young, wild, and hungry for the kind of liberation that only music and late-night escapades could provide.

I remember the thrill of attending events orchestrated by legends like Tef Foo and a young Pasquale Rotella. These gatherings were more than just parties; they were a sanctuary, a place where the chaos of our daily lives could dissolve into the music. We would lose ourselves in the rhythm at Jungle Boogie and Techno State, our bodies moving in unison with hundreds of others under the neon lights.

After-hours spots like F.A.M.I.L.Y. were where the night truly came alive. These places used to be the heartbeat of our weekends, where friendships were forged, and memories were made. We’d also find ourselves at ditching parties like Purple Shields, or massive clubs like Arena on Friday nights, where the energy was electric, and the nights felt endless. My crew, Metro Events, was my family, and together, we navigated this vibrant world with unbridled enthusiasm.

It was during this era that JNCO Jeans emerged, a brand that became synonymous with the culture we were immersed in. Founded in 1985 by brothers Jacques Yaakov Revah and Haim Milo Revah, JNCO (short for "Judge None Choose One") was more than just a clothing line; it was a statement. Their jeans, with their outrageously wide legs and bold, graffiti-inspired designs, became an emblem of nonconformity and rebellion.

JNCOs were perfect for the dance floors of our raves, allowing for freedom of movement and making a bold visual statement. The brand’s rise to popularity was meteoric, as it resonated deeply with the youth of the 90s who were seeking to express their individuality and break free from societal norms. The jeans were a canvas of sorts, each pair a unique work of art that told a story of its own.

The ethos of JNCO Jeans mirrored our own. We were kids from the streets of LA, navigating the challenges of our environment while finding solace and identity in the music and fashion that defined our era. JNCO gave us a way to wear our defiance on our sleeves—or rather, on our legs. They became an integral part of our identity, a badge of honor that connected us to the larger tapestry of the 90s rave culture.

Reflecting on those days now, as the founder of Milk Room, I realize how much they influenced who I am today. Milk Room is not just a business; it’s a celebration of the creative and rebellious spirit that defined my youth. We collaborate with artists and visionaries who share that same passion for pushing boundaries and creating something extraordinary.

As we continue to grow and evolve, I carry the lessons and memories of those nights in South Central with me. They remind me of the power of community, the importance of self-expression, and the magic that happens when you dare to be different. Just like JNCO Jeans did for us back then, I hope Milk Room can be a beacon for those seeking to carve out their own path and make their mark on the world.