EB Denim is kicking off the fall season with an expanded retail footprint.
Beginning Sept. 1, the independent Los Angeles label will launch in 10 Nordstrom stores nationwide, bringing the denim brand to new markets while strengthening its presence in existing ones.
The Nordstrom stores are in Scottsdale, Ariz.; Bellevue, Wash.; New York City; San Diego; Costa Mesa, Calif.; Chicago; Los Angeles; Aventura, Fla.; Austin and Frisco, Tex.
The expansion at Nordstrom follows significant growth for Taylor Swift and Olivia Rodrigo-approved brand. EB Denim has doubled year over year, and its direct-to-consumer business has grown 165 percent. The company says it’s on track to reach $10 million in sales this year.
Elena Bonvicini founded the brand 10 years ago as a high schooler reworking vintage Levi’s into new garments. The brand now spans denim, knits, outerwear, dresses and more. She remains the sole owner of the profitable company.
Bonvicini, who also serves as creative director, said the launch at Nordstrom represents a significant next step in the brand’s growth trajectory.
“I grew up shopping at Nordstrom, so launching there is something I never take for granted,” she said. “Nordstrom has always stood for quality and trust with its customers, and we see this partnership as the beginning of a long-term relationship.”
The Nordstrom launch follows the opening of EB Denim’s first flagship store in Los Angeles last year. Located at 217 La Brea Avenue, the 6,000-square-foot EB Denim HQ has become a central part of the brand’s growth strategy, functioning as a retail concept, creative studio, fitting space, operational hub and warehouse for wholesale and e-commerce fulfillment.
With so much momentum, there’s no better time for the company to touch grass.
The brand recently launched “Into the Woods,” a Fall 2026 campaign photographed in and around Luck, Wis., where Bonvicini’s family has lived for generations. The collection returns to the landscape where her fascination with vintage denim first began.
“Before there was EB Denim, there was Wisconsin,” she said. “My grandma and I would spend entire days driving from thrift store to thrift store. Somewhere along the way I fell in love with vintage denim, and years later that love became EB Denim. Coming back to photograph this collection here felt like bringing everything full circle.”
The campaign includes a series of original films, including conversations with Bonvicini’s grandparents about their lives in Luck, a behind-the-scenes travel diary, and a handwritten letter from Bonvicini sharing the memories that continue to shape her work.
The fall collection spans tailored outerwear, structured denim, rugged knitwear and separates all grounded in weathered washes, earthy textures, muted plaids, and a palette inspired by the American Midwest. The collection balances utility with femininity while bringing EB Denim’s modern approach to proportion and silhouette.
“This collection isn’t about going back,” Bonvicini added. “It’s about sharing the place that made everything else possible.”
