Tremaine Emory Says Denim Tears Will Open More Shops: ‘I Want Each Store to Express Parts of the Diaspora’

Denim Tears wants you to shop IRL again. 

In a new interview with The Business of Fashion, the brand’s founder, Tremaine Emory, says the clothing label has plans to open brick-and-mortar store beyond its flagship in New York’s Soho neighborhood. 

According to the BOF, Denim will open a location Tokyo next year, and hopes to expand to Atlanta, Chicago, Houston, Philadelphia, Portland, and Los Angeles, no opening dates for which were given. Like his first store in Soho, Emory told BOF that the new ones will hold space for all thing cultural, like books on the African diaspora, not just clothes. 

“I want each store to express parts of the diaspora through a collection [of Black ephemera],” he said. “There’s so much that needs to be saved and preserved for future generations and our stores can play a part in that.”

The brand is mostly known for its cotton-wreath design stitched across its jackets, pants, and hoodies. DT was also included in the Metropolitan Museum’s Costume Institute exhibitions Superfine: Tailoring Black Style and America: A Lexicon in Fashion.