“Jay” used to be a generic term for someone who was an idiot, dull, rube, unsophisticated, poor, or simpleton. So, to “jay walk” was to be stupid by crossing the street in an unsafe place or way, or some country person visiting the city who wasn’t used to the rules of the road for pedestrians in an urban environment, so would attempt to cross or walk in the streets anywhere.
Today the phrase is used for the same reason except "jay" doesn't mean what it did then and now applies to anyone who crosses the street in an illegal way.
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