ABOUT US

—1920’s

Our family emigrated from Michoacán and Guanajuato, Mexico and settled in Torrance, CA. They opened a tortilleria and grocery market, run for 30 years, paving the way for future generations of entrepreneurs.

1986—

Dave and Dee Brown opened their first shop, Cool Jerk, in Riverside, CA. The small vintage store was packed with personality but closed a few years later as their family grew.

—1990

The Browns relaunched as The Denim Bank, specializing in recycled Levi’s. The shop grew to three Riverside locations before scaling back to one.

2002—

The Browns opened DeeLux in Costa Mesa, combining vintage and contemporary clothing in a buy/sell/trade model.

—2013

The second DeeLux opened in the heart of Claremont Village, expanding the community of thrifters and stylists.

2018—

DeeLux relocated twice in Orange County, settling in Old Towne Orange in 2018.

—2025

With daughters Justine and Chelsea—musicians and vintage lovers—the family opened the newest DeeLux in Highland Park, Los Angeles.

TODAY—

Rain or shine, DeeLux thrives as a multi-generational business rooted in creativity, music and a love of thrifting.