The street is quiet, emptied of its daytime traffic. No need to recheck the address. It’s obvious where we need to go — the only storefront with music spilling through wide-open doors. A small crowd is already here, even though it’s a little too early. This still means my friend and I are first at the bar. Out of the three signature cocktails, I’m immediately drawn to the “EB spicy marg.” Jalapeno juice and orange liqueur — yes, please. Just a few minutes later, the cocktail materializes in front of me, garnished with slices of cucumber and lime. Drink in hand, I begin perusing the store we’re toasting to tonight ahead of its public debut: Los Angeles-based label EB denim’s first-ever retail location.

Some background: EB Denim was founded in 2016 by Elena Bonvicini, who began by reworking vintage Levi’s into custom pieces for friends while she was still in high school. What started as a small thrifting project in Newport Beach grew into a brand recognized for trend-forward denim and environmentally friendly practices. As it turned out, women were instantly drawn to the brand’s effortless, wear-with-anything styles that were also locally made, and for that reason, EB Denim became a runaway success — worn by celebrities the likes of Hailey Bieber and Kylie Jenner. Even now, a little less than a decade later, Elena’s commitment to local design and production in Los Angeles still remains central to EB Denim’s ethos.

Given the designer’s longstanding relationship with the city, there is no better location for the brand’s first brick-and-mortar store than right here. Spanning over 5,500 square feet, the store reflects an ingenious renovation of an iconic space that once housed an art gallery and an immersive installation. Elena worked with her father, a retail architect, and creative director Becky Hearn to dream up a destination that feels decidedly modern (and very Los Angeles) but also greets you with a certain openness and warmth.

To achieve this, the interior’s white walls were done with dusty-pink Venetian plaster that conjures up images of sunlit villas on the coast — a nod to Elena’s Italian heritage. A palette of matcha greens is subservient, mostly coming through the space’s original honeycomb floors. A few tiles are loose or chipped, but that just perfectly adds to the lived-in feel. 

At the center of it all, there’s an olive tree with a bulbous trunk growing out of a raised geometric planter made of multicolored stone in shades of pink, green, and brown. The salmon-hued arches adorned with ornamental tilework are wonderfully characterful, in step with the coastal but chic theme of the interiors. Stainless steel lounges and display fixtures lend the store a touch of cool modernity. The garments are displayed tastefully — and sparsely — around the space, allowing for unhurried viewing. 

Here, you can meet all of EB Denim’s bestsellers in person — from simple, straight-legs and barrel shapes to baggy fits and bootcuts with the subtlest bell. There’s a cut and rise for every fit and preference — styles that you rely on day in and day out. Beyond jeans, EB denim also makes other elevated takes on wardrobe staples. Take, for example, the white T-shirt — the unsung hero of practically every casual outfit. The brand’s “Eero Tee” proposes a fit that curves gently at the waist, giving the usual boxy uniform some shape and elegance. Another cinched-waisted variation offers an off-the-shoulder twist. My friend and I both agree: This is the kind of universally flattering silhouette that really considers — kindly and thoughtfully — the body. 

The biggest goal behind having a physical presence, Elena explains in the press release, is to get an even more up-close and personal look into what her customers are reaching for. “It’s really a big opportunity for us to connect with our customer on a deeper level and really understand from them what works and what doesn’t,” Elena says. “To just truly create the best possible product and have those daily interactions — that’s something we’ve been missing because everything has been so virtual.”

The opening party offers the first glimpse into what that experience might look like. By 8 p.m., the store is packed with EB Denim devotees, clad head-to-toe in the brand’s wares. They pose for polaroids and take turns giddily huddling behind the curtain of an analog photo booth. (My friend and I can’t resist the urge, either.) Cocktails are liberally poured, and trays of bite-sized desserts are passed around for guests to nosh on between sips. For a heartier meal, there’s even a food truck outside, and a sticker handed out earlier at the door earns you a burger and fries. That’s exactly where we end the night: fashion, friends, cocktails, and fries. What could be better?