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. 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.
Claremont Village and Old Towne Orange are the homes of the current DeeLux stores.
Dee in front of her first vintage store, Cool Jerk, in the late '80s in Riverside, CA. Husband and co-founder, 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.”
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