Every AMCO Has A Story

By N Mark Castro

AMCO Jeans is an obscure brand for most kids of today, particularly Asians, but if they happen to have older relatives, or even immediate older family members, they would vaguely remember a brand that existed to promote its creative designs a little after World War II ended.

It was first registered in Australia in 1948. At that time the product was primarily work wear oriented, but by the 1950’s denim was fast becoming a symbol of the new rebellious youth culture and it was a natural progression for AMCO to follow the emerging trend. 

The AMCO jeans brand was ultimately established in 1957, and it achieved legendary status by the 1970’s. It was one of the original (if not the first) authentically Australian fashion jeans brands, and has made a significant contribution to the rich and diverse Australian jeans culture for more than 50 years.

And even though the AMCO brand has been taken on a number of journeys and in various directions over its many years of operation, its origins and authenticity has never been overshadowed, and the true jeans wear image remains.

Currently, AMCO jeans are featured in the Sydney Power House Museum, and the brand is recognized as a genuine Australian icon.

AMCO has long produced quality traditional jeans, and has an enviable reputation for meeting the ongoing market demands for shape, fit and finish.

Funny, the shape … because it reminded of their cheesy, sexually injected ad.

Ah, the Faded Glory of the 70s.

Previously, a post on Lea Jeans appeared here to honor the Forgotten Brands of the past which I’ve rediscovered in Indonesia, and I had set out to finding Amco Jeans stores in Jakarta.

According to my hard-target research, which involved Googling the word AMCO, the store is located in another forgotten mall in the southern part of Jakarta, which is Blok M Plaza. From the little that I remember of the mall, oh wait, there’s nothing I remember about that mall.

But according to the same hard target research:

AMCO brand is now redefining its successful heritage with a number of significant initiatives. The release of the modern retro S-57 classic straight leg jean, the relaunch of AMCO Peaches, the introduction of AMCO Littlies and the reinvention and launch of AMCO Workwear. As a result the brand is experiencing a genuine resurgence of consumer interest.

I honestly do not know when the reinvention happened and who the consumers are that are having a resurgence of interest in the brand. Certainly not my 20-year old girls at the office who wouldn’t be caught dead wearing an AMCO … nor visit the Blok M Plaza mall.

But having a late affair with the brands of the past has allowed me to appreciate what they have done, the lives they’ve lived, the times they’ve shared — globally — long before the word globalization became hip. They shared such changing times that redefined their generation, acted upon it, and made it acceptable according their terms.

Which is perhaps why I’m drawn to these brands that speak of such past. So you can imagine my surprise when I found AMCO jeans in a stall in LOTUS. Ok, never mind what my 20 year old girls at the office would think both of the brand and the mall, but at least it was well within my reach.

I got a pair of jeans for Rp 328,900 (US$ 34.10) and a shirt for Rp 118,800 (US$ 12.45).

You can say that it’s my US$ 46.65 outfit, and although it’s no Hermes, it’s nonetheless quite expensive … assuming this was 1950.

Here’s some nerdy fact for you:

The cost $47 in 1950 would be $451.29 in 2012.

That’s an inflation change of 860.2%

Yes, I am that smart. Thanks to the inflation calculator, of course.

Well, they say that …

EVERY AMCO TELLS A STORY.

This was mine.