Still Here opens its first store outside New York, on LA's Melrose Avenue

Still Here opened its first store outside New York City on Friday, taking a lease at 8627 Melrose Avenue in West Hollywood. It is the denim brand's fifth store overall and its first anywhere outside its home market since opening in New York in 2022.

Cofounder and chief operating officer Maurice Mosseri said Los Angeles was the obvious choice for the brand's first out-of-state store. "We feel strongly that L.A. should be our first out-of-state store based on demand," he said, pointing to the city's online sales.

Los Angeles is Still Here's largest online market outside New York and currently ranks second behind New York for the brand's overall online traffic and sales. Dallas, Boston, Chicago and Miami are also growing markets for the label, Mosseri said.

Mosseri framed the move as a deliberate shift in strategy for the year. "This year, our goal was to strategically invest in organic retail expansion," he said, arguing that brick-and-mortar remains central to how the brand wants to sell jeans.

"Retail is a pillar to Still Here as we simply believe that brick-and-mortar is practically the most convenient way to shop for jeans," Mosseri said. He added that each new store is meant to add "a rich layer to the Still Here world."

What the numbers show

According to Mosseri, 55% of Still Here's direct-to-consumer business currently comes from e-commerce and 45% from retail, a split that underlines why the brand has kept opening physical stores even as online sales grow.

Mosseri was candid that the company does not yet know what the Los Angeles store will do for revenue. "Frankly, we don't really know what to expect from a revenue perspective," he said, while noting the brand has outperformed in every New York neighbourhood it has entered.

He pointed instead to softer gains he expects from the opening. "We, of course, expect the associated halo effect of opening retail in a new market along with the community-building aspect, which is essential to us," Mosseri said.

What the store sells

The Melrose Avenue store carries Still Here's denim range, including the Cool Jean, the Sport Jean and the newer 11 Jean, alongside Colors, the brand's basic shirt line that spans T-shirts to sweatshirts. Core denim is priced largely from $280 to $325, while Colors ranges from $95 to $160.

The denim collection is manufactured across Turkey, Peru, Asia and Mexico, with fabrics sourced in the regions where each garment is made. Colors, by contrast, is made in Los Angeles, giving the brand a domestic production line alongside its overseas denim supply chain.

The store also houses what Still Here calls its largest Vintage Room to date, a space carrying vintage ready-to-wear, sterling accessories and eyewear curated with the help of local Los Angeles vintage dealers who will rotate stock through the space over the course of the year.

Designing for a new customer

Cofounder and creative director Sonia Mosseri said the Los Angeles customer differs from the brand's New York base. "She is a bit more feminine," Sonia said, adding that lighter layering in Los Angeles puts more emphasis on fit and contouring than the brand's New York styling.

"Our styling will always lean New York, so we are eager to see how this store may influence the L.A. customer," Sonia said. Beginning with the spring 2027 season, the Melrose Avenue store will offer colourways exclusive to Los Angeles.

The store was designed by New York studio Husband Wife, led by Brittney Hart and Justin Capuco, which also designed Still Here's Williamsburg location. The design carries over the brand's denim grid, vintage furniture and mixed metal and wood finishes from its New York shops.

Still Here's other four stores are all in New York City, in NoLIta, on Madison Avenue, in Williamsburg and in the West Village, a footprint the brand built entirely within one city before Friday's opening on the West Coast.

Still Here was founded in 2018 by husband-and-wife team Maurice and Sonia Mosseri, beginning with hand-painted denim, then moving into wholesale and opening its first New York City store in 2022.

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Image: SEAN DAVIDSON/Courtesy of Still Here