Still Here has moved west.
On Friday, the denim brand opened its first store outside of New York City at 8627 Melrose Avenue in West Hollywood, marking its fifth location.
Founded in 2018 by husband-and-wife team Maurice and Sonia Mosseri, Still Here began with hand-painted denim before expanding into wholesale and, in 2022, opening its first store in New York. Its retail footprint includes NoLIta, Madison Avenue, Williamsburg and the West Village. Along the way, the brand has attracted a celebrity following that includes Zoë Kravitz, Hailey Bieber, Miley Cyrus and Emma Chamberlain.
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“We feel strongly that L.A. should be our first out-of-state store based on demand,” said Maurice, cofounder and chief operating officer. “Los Angeles is our largest online market outside of New York, and we are firm believers in retail when it comes to denim. This year, our goal was to strategically invest in organic retail expansion.”
According to Maurice, 55 percent of Still Here’s direct-to-consumer business currently comes from e-commerce and 45 percent from retail.
“Retail is a pillar to Still Here as we simply believe that brick-and-mortar is practically the most convenient way to shop for jeans,” he said. “And on the brand side we are so in love with building physical spaces that embody the brand. Each store we open feels like it adds a rich layer to the Still Here world.”
L.A. currently ranks second behind New York for Still Here’s online traffic and sales, while Dallas, Boston, Chicago and Miami are also growing for the brand.
Maurice said the company is still assessing what the L.A. store could mean for the business.
“We, of course, expect the associated halo effect of opening retail in a new market along with the community-building aspect, which is essential to us,” he said. “Frankly, we don’t really know what to expect from a revenue perspective. Within New York, each area is essentially its own nuanced market, and we’ve outperformed every market we opened in. We are super excited to see what this store does for the business and brand growth.”
The Melrose location carries the brand’s denim assortment, including the Cool Jean, Sport Jean and newer 11 Jean, as well as Colors, its line of basic shirts ranging from T-shirts to sweatshirts. Core denim is priced largely from $280 to $325, while Colors ranges from $95 to $160. The collection is manufactured across Turkey, Peru, Asia and Mexico, with fabrics sourced in the regions where the products are made, while Colors is made in L.A.
The store also features Still Here’s largest Vintage Room to date, a dedicated space offering a curated assortment of vintage ready-to-wear, sterling accessories and eyewear, with local L.A. vintage curators contributing throughout the year.
Beginning with spring 2027, the store will also offer L.A.-exclusive colorways, said Sonia, cofounder and creative director.
“She is a bit more feminine,” Sonia said of the local customer. “Naturally, there is less layering in L.A. so there is more emphasis on fit and contouring. Our styling will always lean New York, so we are eager to see how this store may influence the L.A. customer.”
The new store was designed with New York-based studio Husband Wife, led by Brittney Hart and Justin Capuco, which also worked on Still Here’s Williamsburg location. The space carries over elements from the brand’s New York stores, including its denim grid, vintage furniture and mix of metals and wood.
“We wanted to bring the charm of New York retail to L.A.,” Sonia said.