Where to find Boulder's denim whisperer
Add Axios as your preferred source to
see more of our stories on Google.
Inside the vintage denim destination that is LOV'D in Boulder. Photo: Alayna Alvarez/Axios
Tucked in a north Boulder boutique is a jeanius named Melissa Keosann, who provides personalized fittings for anyone looking to find their perfect pair of vintage denim.
Why it matters: Keosann's shop LOV'D — or the Library of Vintage Denim — changes the shopping scene by fitting the person to the pants, not the other way around.
What she's saying: Her knack for making denim dreams come true took off shortly after the pandemic, when she started selling second-hand clothing online and doing house calls with piles of jeans in tow, she tells us.
- That passion blossomed into her new brick-and-mortar, where she focuses on boosting clients' confidence by offering an experience tailored just for them.
- Since opening her studio last October, she's gained more than 30,000 followers on Instagram and attracted customers from far beyond Boulder.
How it works: Shoppers book an appointment for a complimentary one-hour fitting, in which Keosann measures your waist, learns your preferences and curates a selection of vintage, built-to-last denim, like Levis and Wranglers.
- You then work together to fine-tune the fit.
- The shop carries plus-size denim and a variety of styles for men.
By the numbers: Each pair is priced at $259. That not only covers the product and Keosann's expertise but what's behind the scenes, including the wholesaler sourcing her materials and the person who helps mend any in need.
😍 My thought bubble: Keosann is a true denim whisperer. She took the little information I gave her about what I was looking for and, in a flash, returned with five pairs of jeans that instantly put me in a dilemma because of how well they all fit.
- I walked out of the store with two pairs of vintage 501 Levis that I'm now obsessed with and a need to tell anyone who will listen about how much I loved my LOV'D experience.
The big picture: Boulder is quickly becoming a gem for jeans.
- The city is also home to Ripton, which specializes in active-wear denim built for adventuring, and Boulder Denim, known for its ultra-stretch and stain-resistant styles.