Exclusive: President of Iconic Clothing Brand JNCO Camilla Revah Says Her Job Is 'Incredibly Rewarding': 'Denim Is in My DNA'

Camilla Revah, daughter of one of JNCO's original founders, is guiding the company, which focuses on bringing vintage pieces back into the spotlight for eco-conscious consumers, into the spotlight again.

"Growing up, JNCO was a constant presence in my life. My father was the original founder, so you could say denim in my DNA. I’ve always loved fashion — not just as an art form, but as a way of expressing identity and individuality. After completing my studies at the University of Pennsylvania and USC, I had the opportunity to partner with my father to relaunch the brand. I realized I had the tools and vision to reimagine JNCO for a new era. It wasn’t just a job for me — it felt like a calling," Revah exclusively tells OK! about the iconic denim brand that made a bold statement with its ultra-wide legs and oversized designs.

Now, the fashion guru is capturing the attention of a new generation of fans, including Justin Bieber, Post Malone, Jennifer Lopez and Billie Eilish.

"The comeback is rooted in staying true to JNCO’s artistic roots while evolving to meet today’s cultural and environmental demands. We have maintained the brand’s authenticity and expanded our women’s lines. Sustainability is also important to us — our vintage reissues and eco-friendly materials speak to a generation that values ethical fashion. Gifting cultural icons and leveraging social media has also helped bring the brand back into the spotlight," Revah says.

Since Revah is familiar with the company, she says the "key is to understand what made the brand iconic in the first place while identifying ways to make it relevant today."

"For JNCO, it’s about celebrating individuality and rebellion while adapting to modern values like inclusivity, sustainability and creativity. My mission is to bridge the gap between nostalgia and innovation — to honor the brand’s legacy while making it aspirational for a new generation," she explains.

Now that she's at the helm, Revah wants JNCO "to be recognized as a leader in streetwear and as a go-to for creative self-expression. In five to 10 years, I envision the brand as a global powerhouse, collaborating with artists, musicians and other cultural icons while remaining deeply tied to its artistic roots," she says.

Though there are challenges along the way, she notes her work is "incredibly rewarding."

"I’ve learned to trust my instincts and embrace my unique perspective. As part of a generational family business, being a woman brings a fresh perspective to JNCO’s legacy. It allows me to balance honoring the brand’s history with a modern approach to leadership. I hope to inspire other women to take bold steps, challenge the status quo and lead with authenticity. I’m very proud to continue our family’s story while empowering women in leadership," she shares. "Trust your vision and stay adaptable. The fashion industry moves fast, and success requires a balance between staying true to your origins and evolving with the times. Also, never underestimate the power of storytelling — it’s how you connect with your audience on a deeper level."

She adds, "Bringing JNCO back into the spotlight has been my biggest achievement. Seeing it worn by icons like Billie Eilish and Post Malone and watching a new generation embrace the brand, has been incredibly fulfilling. It’s proof that staying true to a brand’s core values can lead to meaningful cultural impact. The best part is seeing the impact JNCO has on people — how it makes them feel empowered and unique. The most challenging part is balancing the nostalgia of the brand with the need for reinvention. It’s a delicate line, but it’s also what makes the work so exciting."

JNCO is "timeless," according to Revah, "because it's always been more than just clothing — it’s a symbol of freedom, rebellion and creativity."

"The designs are bold and fearless, and that’s something that transcends trends. In today’s world, people are craving nostalgia more than ever, and JNCO taps into that in a meaningful way. It reminds people of a time when self-expression and individuality were celebrated unapologetically. That energy and attitude are why JNCO continues to resonate decades later, connecting past and present in a way that feels fresh and exciting," she continues.

She's also thrilled for what's to come. "There’s still so much potential for JNCO. We’re exploring collaborations with unexpected partners, expanding our sustainability initiatives, and continuing to innovate in design. I want to make JNCO not just a brand but a cultural movement that inspires people globally," she declares. "JNCO is more than just denim — it’s a legacy, a movement and a way of life. It’s about embracing who you are and celebrating what makes you different. I’m thrilled to be a part of this journey and can’t wait to see what the future holds."