Joe's Jeans Opens Beverly Hills Flagship for 25th Anniversary

The Los Angeles-born denim brand returns to its roots with a new direct-to-consumer retail strategy.

Published on Mar. 5, 2026

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Joe's Jeans, the contemporary denim label founded in Los Angeles in 2001, has opened a new 1,000-square-foot flagship store in Beverly Hills. The opening marks the brand's 25th anniversary and signals a shift toward strengthening its direct-to-consumer channels and owning the brand experience, after previously selling largely through wholesale partners.

Why it matters

The new Beverly Hills flagship represents a homecoming for Joe's Jeans, which was founded in L.A. and is now looking to better control its brand narrative and customer experience amid a challenging wholesale environment. The store placement also aligns the brand with other contemporary fashion labels in a revitalized Beverly Hills shopping district.

The details

The new 1,000-square-foot store, developed with L.A. design firm Thea Home, features oak millwork, vintage-inspired furnishings, and a central marble table to create a residential feel. A denim wall is paired with digital touchscreens that allow customers to browse the full assortment and be assisted by store associates in finding the right fit. The store carries the brand's full men's and women's collections, including exclusive pieces and seasonal lines developed under the creative direction of stylist Dani Michelle.

  • Joe's Jeans was founded in Los Angeles in 2001.
  • The brand last operated a retail location in L.A. more than a decade ago.
  • The new Beverly Hills flagship opened in March 2026.
  • Joe's Jeans is celebrating its 25th anniversary in 2026.

The players

Joe Dahan

The founder of Joe's Jeans, which he launched in Los Angeles in 2001.

Leore Arik

The executive vice president and general manager of Joe's Jeans.

Dani Michelle

The stylist who has served as the creative director for Joe's Jeans, dressing celebrities like Hailey Bieber and Kendall Jenner.

WHP Global

The parent company that owns the Joe's Jeans brand.

Centric Brands

The company that operates Joe's Jeans under a long-term license agreement with WHP Global.

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What they’re saying

“There hasn't been a retail location in L.A. for many, many years.”

— Leore Arik, Executive Vice President and General Manager of Joe's Jeans

“It's our home base. 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.”

— Leore Arik, Executive Vice President and General Manager of Joe's Jeans

“Wholesale is volatile, and retail is really the only place where you can own your brand experience.”

— Leore Arik, Executive Vice President and General Manager of Joe's Jeans

What’s next

Joe's Jeans plans to continue expanding its direct-to-consumer retail presence, with potential future openings in markets like Scottsdale, Houston, Dallas, and Florida where the brand already has a customer base.

The takeaway

The opening of Joe's Jeans' Beverly Hills flagship represents a strategic shift for the contemporary denim brand, as it looks to strengthen its direct-to-consumer channels and better control the brand experience amid a challenging wholesale environment. The store's residential-inspired design and focus on personalized customer service reflect the brand's commitment to serving its loyal L.A. customer base and expanding its reach.