About Us
Dave and Dee Brown, the founders of DeeLux, opened their first store in 1986 in their hometown of Riverside,California. “Cool Jerk” was a tiny store packed with vintage clothing.
Dave, recalls "We sold sunglasses and tie dye t-shirts, and 70's polyester was starting to catch on. Dee made appliqued poodle skirts. We were the first shop in town to sell Doc Martens. We moved once, to a slightly larger space on the same block as the print shop, where I worked still to pay the bills.
When Dee became pregnant with our second daughter she cried uncle, and after three years we closed Cool Jerk with a big party and a sale. Within a year, we were back in business with a new name and a new angle.”
In the 90′s the business was reinvented as "The Denim Bank", serving the market for recycled Levi's.
The first “DeeLux” opened in Costa Mesa in 2002. Evolving once again, the Browns adopted the modern buy/sell/trade formula, stocking both contemporary and vintage clothing.
DeeLux Costa Mesa moved to Santa Ana, and eventually found its final home in Old Towne Orange.
DeeLux Claremont opened in the summer of 2013.
What started as a passion for thrifting, has led Dee and Dave through over 30 years of fashion and community.
Rain or shine, DeeLux continues to evolve and thrive.
Thanks to everyone who's been a part of the journey!