A rendering of the Joe's Jeans flagship at 83 Mercer Street in New York

In an effort to offer something more experiential, Los Angeles-based Joe’s Jeans is set to reopen a New York flagship at 83 Mercer Street on Feb. 1. Its previous flagship at 77 Mercer Street closed about nine months ago.

While the new 1,500-square-foot store features less square footage than the previous 3,000-square-foot location, the plan is to offer a more tailored selection of women’s and men’s products, said Suzy Biszantz, president and chief executive officer of Joe’s Jeans. “That’s what we wanted for the New York market,” she said.

As part of the store’s design, the brand has commissioned L.A.-based artist Colette Miller of Global Angel Wings Project to paint one of her well-known angel-wing murals, in denim hues on a wall in the new space. She plans to start painting the mural next week.

Miller’s wing murals in downtown L.A. — which she painted in 2012 — have become fixtures on social media with people traveling to take photos posing with her art. Miller has painted wings globally — in Kenya, Australia, Taiwan, France, Cuba and Mexico, along with many in the U.S. Biszantz said the angel wings are symbolic of L.A. and it becomes a human-sized interactive installation, which takes up an entire wall. The brand seeks to draw in customers with this installation, which she said is part of an evolving retail strategy to offer something more experiential.

An image of Colette Miller’s angel wings. 


When Joe’s Jeans moved out of its previous location, which the company had for eight years, it had the intention of finding another spot. Since it’s on the same block, there’s a built-in shopper base and neighborhood customer, said Biszantz.

“The store will have a clear aesthetic and fluid design. It will allow us to change floor sets more frequently,” she said, referring to the layout of various fits and washes of denim. She anticipates the store will generate about $800 to $1,000 per square foot.

According to Biszantz, the SoHo location has always been a “really strong” men’s market for the company, and she expects that to continue. It also features a lot of the newer fits, and is more contemporary-focused. She said the store is aimed at the Gen X customer who’s a city dweller.

Biszantz described business as “good.”

“Denim continues to be a saturated market, we’ve created some great fabrics that are differentiated. Our performance fabrics have been really good. Our male consumer wants something that looks and feels like real denim, but has properties that perform,” she said.

The Mercer Street location is the brand’s 13th store and will set the tone for future retail locations.