Cotton Citzen’s first store at 8463 Melrose Place.

LOS ANGELES Cotton Citizen is applying the same elevated touch it did for T-shirts, joggers and other basics to denim as it boosts its offerings around the category and also looks to grow its store footprint.

The company earlier this week played up its denim for a select group of guests in its sole store on Melrose Place as it looks to make a bigger splash with the category. The 600-square-foot door, which bowed two years ago, has served as a concept retail play for Cotton Citizen where product is highlighted on a single wall and swapped out on a monthly basis. That could mean, for example, playing up only a single colorway or silhouette in the store. In the most recent case, it was a chance to briefly give some clients of the brand a first look at new denim styles and try them on.

“It’s a conceptual retail space,” said founder and creative director Adam Vanunu of the store’s purpose. “It’s really a place to showcase and experience new things that are going on with the brand.”

Cotton Citizen launched into the denim category about a year ago and it’s an aspect of the business Vanunu says is ripe for growth.

“Denim is a category that we feel really strongly about at the moment,” he said. “It’s an additional essential item that we’re really standing behind. The brand for so long has been about essential basics in terms of T-shirts and sweatshirts being more fashion forward. What we’re doing with denim is pretty much the same thing, so offering our customers the core of what a five-pocket jean is. But we’re doing it in silhouettes or fabrications or wash treatments that are not necessarily basic. So really pushing to create more of an elevated product with the denim.”

All of the company’s denim is manufactured locally with the company handling everything from the cutting and sewing to washing, finishing and packing under one roof.

The concept store strategy Cotton Citizen currently has will remain unique to Melrose Place as it readies for an expansion into New York with a new store set to open there in time for the holidays. The company in the first quarter of next year also has plans to open a store in Las Vegas at the Wynn Las Vegas, where it looks to catch the eye of the property’s international guests.

Both stores, Vanunu said, will offer the full Cotton Citizen collection of both seasonal and core pieces.

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