Joe’s Jeans is marking its 25th anniversary with a return to its roots and a renewed focus on brick-and-mortar.
The Los Angeles–born denim brand has opened a boutique at 346 North Beverly Drive in Beverly Hills. The 1,000-square-foot space reflects a broader evolution at the contemporary label, which is owned by WHP Global and operated by Centric Brands under a long-term license.
While Joe’s previously sold largely through wholesale partners like Neiman Marcus and Saks Fifth Avenue, the new store signals a shift toward strengthening direct-to-consumer channels and owning the brand experience.
“There hasn’t been a retail location in L.A. for many, many years,” said Leore Arik, executive vice president and general manager of Joe’s Jeans. The brand last operated a store in L.A. more than a decade ago, under a different owner. The Beverly Hills flagship joins Joe’s existing South Coast Plaza boutique in Costa Mesa, Calif., opened in 2012, alongside outlet locations across the U.S.
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The opening is a homecoming of sorts for the label, which was founded in L.A. by Joe Dahan in 2001.
“It’s our home base,” Arik said. “We really wanted to have a beautiful flagship in Los Angeles where we could tell the story of the brand and present this new vision and aesthetic of Joe’s.”
That vision has been shaped under the creative direction of stylist Dani Michelle, who has dressed Hailey Bieber and Kendall Jenner, and expanded the brand beyond its denim heritage into trendy, elevated essentials and outerwear. The store carries the full men’s and women’s assortment alongside exclusive pieces and seasonal collections.
Located across from Erewhon, the boutique places Joe’s among a cluster of contemporary brands, with neighbors including Sanctuary (which recently opened), Anine Bing, Reformation, Veronica Beard and Favorite Daughter, which is also operated by Centric Brands.
“There’s sort of a return to shopping in Beverly Hills,” Arik said. “And what’s nice about this location is that it services both the local client, which we very much have in that neighborhood, as well as the tourist. Being a dual-gender store, it’s a really great place where both men and women are shopping.”
For Arik, the physical store also plays a critical role in a challenging wholesale environment.
“Wholesale is volatile, and retail is really the only place where you can own your brand experience,” she said.
The interior, developed with L.A. design firm Thea Home, blends oak millwork, vintage-inspired furnishings and a central marble table to create a residential feel. In the back of the store, a denim wall is paired with digital touchscreens displaying a look book that allows clients to browse the full assortment while being assisted by store associates.
Arik said the concept was designed to encourage customers to explore fits more thoughtfully.
“My vision was a client being able to sit on the sofa, have a coffee and flip through a digital look book while being serviced through different fits of denim,” she said. “Joe’s original message was making denim to fit every single body. Twenty-five years later, we’re still trying to do that.”
Looking ahead, Arik said it is too early to specify where the brand will open next, but pointed to markets like Scottsdale, Houston, Dallas and Florida where Joe’s already has a customer base.
