LOS ANGELES, CA (February 17, 2026) – Joe’s Jeans turns 25 and launches its next chapter with the opening of a new flagship boutique in Beverly Hills and key additions to its executive leadership team. More than a store, the North Beverly Drive flagship is a powerful expression of the brand’s evolution—refined, directional, and built for the future of retail.
The 1,000-square-foot boutique marks Joe’s first retail opening since its SoHo location in 2019 and signals a renewed commitment to physical retail as both a growth driver and a brand-building platform. Designed in partnership with Dorianne Passman and Thea Segal of Thea Home, Inc., the space reflects a modern Southern California lifestyle—clean architectural lines, a warm neutral palette, and custom vintage-inspired furnishings that create an elevated yet inviting environment.
The flagship carries the full men’s and women’s denim and ready-to-wear collections, alongside elevated exclusives including expanded outerwear, luxe cashmere, premium fashion denim, and special collaborations. It is designed to be a must-visit destination for both loyal clients and a new generation discovering the brand.
“This is a defining moment for Joe’s,” said Leore Arik, EVP and General Manager. “As we celebrate 25 years, we’re honoring our heritage while introducing a sharper, more modern expression of the brand. With Dani Michelle’s creative vision and the strength of our growing team, Joe’s has been thoughtfully reimagined. Opening in Beverly Hills—our home—makes this milestone especially meaningful.”
Beyond retail, the Beverly Hills flagship will serve as a hub for the Joe’s community. The space is designed to bring the brand to life—hosting exclusive events, intimate gatherings, and product previews; offering customers the opportunity to touch and experience new launches firsthand; and creating a dynamic setting for content creation and collaboration. As a Los Angeles–based brand, the store will deepen connections with local clients while acting as a cultural touchpoint for partners, creators, and the broader Joe’s community.
Under the creative direction of Dani Michelle, who oversees design, social content, and brand imagery, Joe’s continues to expand beyond its heritage denim roots into a fully realized lifestyle offering. “The Beverly Hills boutique is a true extension of everything we’ve been building,” said Michelle. “We’re honoring a strong denim legacy while expanding our ready-to-wear and fashion denim in a way that feels confident, modern, and relevant.”
Supporting this next phase of growth, Joe’s has appointed Angela Lee as Senior Vice President of Sales. Lee joins from Frame, where she played a key role in scaling wholesale and global sales, bringing deep expertise in expanding premium brands across channels.
“Our enhanced brick-and-mortar presence, creative evolution, and strategic leadership hires are all intentional steps forward,” added Arik. “We remain committed to our loyal customers while engaging new audiences through a collection that feels both timeless and of the moment.”
Founded in Los Angeles, Joe’s Jeans has become synonymous with premium denim and effortless California style. Twenty-five years in, the Beverly Hills flagship signals not just an anniversary, but a bold, community-driven next chapter.
“As we celebrate 25 years of building this brand, opening this new store is a testament to our resilience and ambition.” said Jason Rabin, CEO of Centric Brands. “This new location is a symbol of our continued investment in the community and our confidence in the future. We are incredibly proud of how far we’ve come — and even more excited about what lies ahead for Joe’s.”
About Joe’s Jeans
Founded in 2001, Los Angeles-based Joe's Jeans has redefined everyday style with its revolutionary fit-first approach, incorporating the very latest in technology to offer jeans and apparel that not only look good but also feel good Joe’s Jeans offers denim, apparel, and accessories and is available at premium department stores in the United States, at specialty boutiques globally, and at the digital flagship www.joesjeans.com. The Joe’s Jeans brand is owned by WHP Global and operated by Centric Brands under an exclusive long-term license.
