Our Story


One summer day over a few beers, we discussed all the places in Dallas where a guy can buy a solid pair of jeans. Not only where you can find high-quality denim, but also where you can find a great modern fit. The list was short. And even at that, the selection is always limited. We began to ask ourselves, “why is the most iconic item of clothing produced in the last 100 years the least important item in any retail store?”

We’ve all grown up with Levi’s. And you can get a solid pair of jeans for $65 bucks. But inherently we all know there’s something better out there. We just have to find it. We’re simply a couple of guys who want the jean buying experience to be better. The truth is most of us wear jeans every day, and it’s a great feeling to find a pair of jeans you really love. Denim isn’t just cool, denim is badass.

There’s a motto we like to live by: “To seek, to strive, to find, and not to yield.” So rather than wishing there were a store in Dallas that specialized in denim, we decided to create one. That’s the moment Deep Ellum Denim was born. 

After those beers, we went on a mission to find the world’s best denim. We organized an expedition to Japan and researched the entire industry. 

We wanted to know, what cotton produces the best fabric. We wanted to know, what machinery creates the best denim. We wanted to know, who owns those machines and where is that denim made. We wanted to know, who are the designers and craftsman that obsess over every detail when turning sheets of denim into jeans. 

After nearly two years of research, late nights, ordering countless samples, and trying on jeans, we’ve learned a lot. And we’ve become true purveyors of raw denim. Our shop features over 300 pairs of the world’s finest denim. And to be clear, we’re not into “designer” jeans. We’re into well-made products that use the highest quality textiles. This is the kind of stuff that you buy and never want to throw away. Each pair of denim has a unique story, brand, and people behind it. We’ve begun to love these brands and we couldn’t be happier to bring them to Dallas.

Momotaro and Japan Blue Jeans are two of Japan’s iconic denim brands. They source their cotton from Africa, create their own denim on vintage shuttle looms originally used by Levi’s in the 1920’s, and design, cut, and sew them all under one roof. They are obsessed with denim and it shows.

Tellason comes to us from San Francisco. An indie brand who makes an incredible pair of all-American jeans. They work with Cone Mills White Oak, a legendary denim mill in North Carolina. Together they design and create tough and durable jeans, with a modern fit. 

Naked and Famous breaks all the rules, while still creating authentic jeans that stay true to denim head culture. They source denim from legendary mills in Kojima, Japan–arguably the denim capital of the world. From their shop in Canada, they design, cut, and sew every pair to insure the highest quality. 

Come by, say hi, have a beer and check out our denim. If you come by and we’ve run out of your size don’t worry, we’ll restock our inventory monthly. We think you’ll enjoy the experience and learn a great deal about the most iconic item of clothing the last century has produced. 

For all of you who’ve shared our news or helped us along the way we’re truly grateful.

Jeff and Bennie

The Founders of Deep Ellum Denim