Joe's Jeans

“Surfside Angelenas”

JOE’S [noun]
1. Ultra cool denim & sportswear for the indie minded, modern, urban chick with attitude;

2. Spirited California brand admired by both men & women for its commitment to setting new trends and staving off convention.


Debut Season: Spring 2001
Ops Base: Los Angeles, California
Creative Director: Joe Dahan
Brand: JOE’S Jeans & Collection for men & women
Jeans: Eight Basic Fits to suit every-body
Collection: Modern sportswear classics with SoCal sensibility: Assorted Pima cotton tees & tops; Twill, baby corduroy, & canvas essentials What’s New: Premium Jeans feature couture & hi-tech hand finishes
Premium Collection boasts luxe fabrics & details Selling Points: Painstakingly designed silhouettes to perfect the look of a long lean figure and narrow lifted butt; A focused denim program catering to most women’s body types; Made in the USA construction of the highest quality denim available Unique Details: Saddlestitching, embroidery, vintage aging, bleaching, tears, & abrasions; Classic & trendy trousers, capris, Bermudas, cutoff & baby shorts, pencil skirts, & minis

Best Selling Style: The Socialite (our modern boycut jean) -- in any multitude of indigo rinses & overdyes -- due to its great universal fit on many female builds

Price Points:

Basic 5-Pocket Jeans & Trouser Styles: $145 - $196
Basic Denim Jackets & Blazers: $174 - $196
Basic Denim Minis & Pencil Skirts: $129 - $174
Basic Denim Shorts, Cutoffs, Bermudas, & Capris: $145 - $158
Basic Twill, Canvas, & Corduroy Separates: $106 – $158
Basic Tees, Tanks, Camis, & Halters: $ 48 - $92
Premium 5-Pocket Jean Styles: $242 - $275
Premium Denim Minis: $174 – $209

Celebrity Fans:

Jennifer Lopez, Mena Suvari, Cameron Diaz, Ashanti, Beyoncé, Christina Aguilera, Drew Barrymore, Reese Witherspoon, Eve, Hilary Duff, Sara Jessica Parker, Alicia Keys, Gisele Bündchen…


Taking into account the wide variety of femmes who cherish his jeans, “Joe” cleverly revamped his denim line in Spring 2004 to tailor fit each of his customer types in accord to their unique silhouettes, personalities, and lifestyles.

The 5-pocket jeans feature removable tags with witty descriptors of the girl most likely to wear it — going as far as to hint at her superego and personal style:

The Twiggy (n: skinny fit)

“Just suppose you’ve discovered the perfect, super slim fit for all you lucky, long-limbed individuals. Think slim, sexy, supermodel perfect. Go ahead, make the rest of them envious.”

The Starlet (n: sexy fit)

“Super fitted, contoured, and sexy. This silhouette’s so stylish you’ll swear they’re couture. Think quintessential party girl as our muse. This fit is denim gone luxe.”

The Rocker (n: skinny flare fit)

“Long, lean, and flared. This silhouette’s devastatingly sexy appeal captures the essence of rock n’ roll glamour. So whether you’re a rockstar or just dating one, this fit is fashion’s answer to authentic rocker chick style.”

The Socialite (n: classic fit)

“Straight across the hip and crisper in the flare, this fit gives the illusion of a long, sexy silhouette. Whether you’re attending the latest art opening, or hosting a cocktail party, you’ll fuse sophisticated glamour with red hot fashion.”

The Lover (n: relaxed fit)

“A little looser in the leg and a little lower on the hip. Apparently we’ve noticed you wearing your boyfriend’s jeans. This fit is just like his but made especially for you. And it’s sure to be around long after you’ve traded Kyle for Kevin, but who’s counting? There’s a definite sexiness to it all.”

The Honey (n: booty fit)

“Curvy, voluptuous, and sexy are just a few ways to describe this silhouette’s show-stopping effects. Fitted at the waist and contoured in the hip for the ultra feminine physique. Curvaceous never had it so good.”

And introducing two new additional fits for Spring 2005:

The Muse (n: sophisticated fit)
“It’s no wonder that Hollywood glamour has stood the test of time. Think Marlene Dietrich. This fit, with its wider leg and higher waist, conjures up images of a woman with a certain sexy style.”

The Provocateur (n: petite fit)

“Inspired by all those times when late nights and genuine attraction come together. This silhouette has a shorter inseam and a higher knee break to lengthen the leg. It’s no wonder then that a petite girl in a great fitting pair of jeans has all the sex appeal in the world.”

With each new season, JOE’S will continuously introduce new rinses, denim grades, and hand finishes to satisfy the ever unyielding demands of fussy fashionistas.


With his celebrity following in mind, “Joe” parlayed his bad boy alter ego into his wildly successful Basics program to create a luxury denim group called JOE’S Premium.

Designed for the true denim aficionado, JOE’S Premium boasts countless couture details including hand saddlestitching, embroidery, whimsical watercolor-style painted images, and rockstar cool vintage aging complete with tears and bleach stains. A special edition label features “JOE’S” emblazoned in gold lettering with a serial stamp, while assorted handiwork is found along the interior waistband and lining.

Now in its second season, the Premium series has expanded to include the “Socialite” and “Rocker” bodies [additional Basics fits expected in the near future], with hot new picks offered in both indigo and white denim. The Spring 2005 group consists of Frampton and Stewart with contrasting topstitching; Courtney & Cobaine with torn peekaboo pockets; Havens & Hendrix boasting extensive embroidery; Mercury beautifully bespoke with paint splatter and hummingbirds in vibrant color; and the group’s coordinating minis.

By the way, did you catch the references to some of Rock’s most notorious newsliners?? For those who don’t know, “Joe” himself is a diehard rock n’ roll enthusiast, and channels some of his favorite musicians when designing his Premium collections. “The 70’s & 80’s were a particularly influential moment for me as a young man...I was in awe & total reverie of the eclectic, laid-back Southern Californian way of life. My Premium line is my homage to those Rock icons who blazed their own trails in entertainment & in life.”

JOE’S Premium is available exclusively at select specialty and department stores, including Bergdorf Goodman, Henri Bendel, Saks Fifth Avenue, Nordstrom, Fred Segal, Lisa Kline, and Scoop. And since each limited run style is completely hand finished and adorned (akin to the craftsmanship practiced at couturier houses) the lucky few who get their hands on a pair can brag of their one-of-a-kind score to the masses who can only hope to act swiftly enough next season when a few more precious styles are revealed.

COLLECTION: “California Beach Club”

On the heals of the overwhelming success of its sportswear line debut last year, JOE’S continues its newfound passion of designing modern everyday classics that playfully complement its famous denim offering.

The Collection consists of a soft feminine palette of sherbet hues reminiscent of childhood pinwheels. Sumptuous cotton, baby corduroy, and lightweight twill comprise most of the group, with classic beachside styles reinvented for modern work and play.

The well edited line of feminine separates combine youthful elements with urbane silhouettes. Relaxed fit Bermuda and baby shorts sport the quintessential cuff, while full length trousers are presented in comfortable 5-pocket variations and sleek sailor-style fits complete with full flares and wide hems. Flirty schoolgirl minis with ruffled hems offer a playful touch to JOE’S usually sophisticated touches; in contract to the preppy A-line skirts and shorts that reintroduce classic tennis whites and country club cool to a new generation.

The quiet delight of Collection each season is found in its Basic Tees group, consisting of simplistic shells, tees, tanks, camis, and halter tops in pillowy soft Pima cotton in all the colors of the rainbow. The whisper light fabric allows one options to layer or wear alone for a smart and easy look.


The sole creator and founder behind the eponymous brand prefers to remain behind the scenes while allowing his designs to stand on their own merit. His soft-spoken, easygoing Californian nature surprisingly belies his cutting edge creativity, with seasons that continuously evolve and expand to outpace the ever growing demand for his sexy urban collections.

This zeal was forged by his early exposure to his parent’s business as custom cobblers to the queen of his homeland, Morocco, and the natural beauty and femininity of the women of the Mediterranean coastline and, later, Southern California.

During his rebellious teenage years, he explored countless avenues in which to divest his restlessness. After brief stints as a business major, an amateur surfer, and performance artist, “Joe” concentrated his efforts on defining the casual bohemian ideology of his peers in an effort to rebuke the Wall Street “American Psycho” prototype of the 80’s. The local buzz generated from his funky street style prompted him to explore the profitability of producing a men’s line; and in 1989, he presented Joe The Hun at MAGIC, stirred a small commotion, and generated more than $100K in sales the first day to the likes of Bloomingdale’s, Macy’s, and Fred Segal.

Reputation on fire, he was soon approached by Barney’s New York to create a sexy lingerie- inspired line of body conscious camis, tanks, and tees that blew out of stores to the tune of $20MM. Simply called Joe’s Tees, the tops featured original prints and hand painted details.

Incapable of standing still, “Joe” joined denim giant, Azteca Productions, in 1998 to head their Product Development Division. During his tenure, he developed a variety of innovative denim preparations and finishes via endless experimentation for such hugely successful commercial brands as Calvin Klein, Tommy Hilfiger, Nautica, and Quicksilver. After three intense years cutting his teeth in the denim trade, “Joe” obsessed with the idea of introducing his own fresh twist to the designer jeans market; and in Spring 2001, he scored the third hit of his young career with the launch of (what else), Joe’s Jeans.

More than four years later, “Joe” is committed to outpacing the competition and blazing his own trails, as is most evidenced by his subtle references to the laidback Left Coast lifestyle. “I’ve always gone against the grain,” “Joe” explains, “and my designs reflect my passion for this art form.” A true artisan indeed, utilizing European techniques and hand craftsmanship throughout his collections. “My inspirations draw from my customers’ savvy displays of self-expression, and my unyielding commitment to renew, enlighten, and excite them every season.”


Here’s a small sampling of some of our more famous fashionistas and the JOE’S fits they prefer overall [though most wear several JOE’S styles]:

TWIGGY - Paris Hilton, Nikki Hilton, Laetitia Casta, Gisele Bündchen, Heidi Klum

STARLET - Scarlett Johansson, Rebecca Romijn, Jennifer Garner, Diane Kruger, Emmy Rossum

ROCKER - Alicia Keys, Lenny Kravitz, Hilary Duff, Karolina Kurkova, Cheryl Crow

LOVER - Drew Barrymore, Sara Jessica Parker, Catherine Zeta Jones, Eliza Dushku, Reese Witherspoon

SOCIALITE - Cameron Diaz, Jennifer Aniston, Mena Suvari, Jenna Bush, Shania Twain, Lindsay Lohan, Rachel Hunter, Kyra Sedgwick

HONEY - Jennifer Lopez, Beyoncé, Eve, Foxy Brown, Ashanti, Claudette Ortiz

Additional famous names who proudly sport the JOE’S moniker on their rears include:
Courteney Cox-Arquette, Gwyneth Paltrow, Madonna, Rachel Weisz, Mariah Carey, Michele Pfeifer, Christie Heine, Winona Ryder, Natalie Imbruglia, Charlize Theron, Naomi Watts, Britney Spears, Faith Hill, Jennifer Crisafulli, Danica Patrick, Ginnifer Goodwin, Benicio Del Torro, Tom Cruise, Kristen Kreuk, Justin Timberlake, Lenny Kravitz and more...


With such tremendous fanfare over the past 4 years, it comes to no surprise that everyone from New York to Tokyo is trying to get their hands on the goods to revel in the wonder that is JOE’S.

From Elle to InStyle, People to US Weekly, those in the know are gaily strutting their stuff on- and off-camera; and buyers and editors alike are busily buying up pairs of the hottest jean around.

A true media darling, here’s a sampling of accolades from some of the industry’s most important fashion and lifestyle publications:

“The ‘Honey’ by JOE’S is bootcut, fitted, and contoured at the waist for true figure flattery.” (Suede Magazine, Winter 2004)

“No one denim company projects the L.A. casual chic better than JOE’S…leading a Southern California denim revolution.” (Zink Magazine, November 2004)

“JOE’S is ideal for short torso women…its low-rise jeans can make your torso look inches longer and leaner, [while] its stretch denim cradles the curves to make the most of what you’ve got!” (Real Simple Magazine, September 2004)

“JOE’S ‘Starlet’ jean is great for narrow frames…the fitted silhouette lengthens legs and flatters the butt.” (People Magazine Extra Style Watch, Fall 2004)

“JOE’S is on its way to becoming a staple in clothing closets everywhere.” (Northside San Francisco Monthly, August 2004)

“One would say it’s his [Joe Dahan’s] ability to keep our rears looking oh-so fine in comfortably modern jeans; but we think it’s his ability to create new trends that keep everyone from Hollywood’s Cameron Diaz and Halle Berry to your fashion-obsessed cousin happy.” (944 Magazine, July/August 2004)

“There is nothing at all average about Joe Dahan…who made his biggest statement through his innovative—yet ultimately seasonless—denim that has captured the imagination of celebrities and fashion pundits alike.” (The Book LA, May 2003)

“Joe Dahan’s three-year old jeans line has earned its rightful place among California’s fashion-forward denim elite.” (WWD, April 5, 2004)

“Joe Dahan—the man whose name is on everybody’s hips—has taken his best-selling jeans to a whole new level this [Fall 2004] season.” (The Daily, April 1, 2004)

“JOE’S has established a reputation for having a superb fit and a range of cuts that work on any figure from slender to voluptuous…the multi-hued chorus line of beautiful torsos [in their Sunset Boulevard billboard ad] is the ultimate testament to the fact that JOE’S really does have something for everyone.” (Boulevard Magazine, March/April 2004)

“JOE’S ‘vintage moderne’ looks flatter your figure, while the eye-catching shapes will definitely kick-start your wardrobe…Fashion-forward and comfortable—what more can you ask for?” (Angeleno, March 2004 & Chicago Social, February 2004)

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