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Joe’s Opens Two Stores in Southern California

The denim brand has opened locations on Melrose Place in L.A. and at South Coast Plaza in Orange County.

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DENIM DAYS: Joe’s has opened a pair of Southern California stores: Melrose Place and South Coast Plaza. At the Los Angeles opening a few doors down from Marc Jacobs, Sophia Bush played hostess alongside Joe Dahan wearing a tartan bomber jacket from the Holiday collection.

“I built my whole look around its punk schoolgirl vibe,” Bush said, even getting new bangs for the occasion. One guest wasn’t as fortunate in the hair department after a brush with a decorative candle, giving literal meaning to the term “hair on fire.” All was quickly put right, as other guests like Jamie King and Amber Lancaster enjoyed Champagne and tacos from the Kogi truck parked outside. Said Dahan of the 30 stores he’ll have by yearend (San Diego and a third New York store are next), “It’s great but it puts a lot of pressure on us to always have new products to fill them.”

This story first appeared in the January 7, 2013 issue of WWD.  Subscribe Today.

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