Some changes happen gradually, over time. Others come in a flash. The idea for Jean Theory was one of those flashes.

I was driving up the South Carolina coast one night to visit family up North. Classic rock on the radio, windows down...the highway was deserted. I loved living by the ocean, and I was also ready for change. I've always done some of my best thinking on road trips.

That drive, and a pair of jeans I had purchased in NYC nearly a decade before, are what started Jean Theory. My hunt for jeans was seemingly endless. You know... jeans that make you feel like you can conquer the world, or at least your day. Ones that you don't dread putting on but are also flattering and also don't make you look like you're trying too hard. I had wandered into a denim boutique in Soho where the salesperson was able to hear what I wanted — how I wanted my jeans to fit, look, and feel — and almost immediately pulled the perfect pair.

After a few more road trips and falling in love with Charlottesville, I moved from the coast. And with a lot of help from family and friends, Jean Theory opened in May of 2009.

Jean Theory isn't just about premium denim; it’s about expertise in denim fit. My Soho experience taught me that a team of knowledgeable buyers and staff are the backbone of a good denim store. I was Jean Theory:'s first buyer and salesperson. I spent the first year learning about all of the best brands. I slept in the back of the store. I took the bus to NYC for buying trips and immediately got on the next bus back to Charlottesville so I could open the store.

Today we carry more than 70 styles of denim from the most recognized designers, alongside a carefully curated selection of clothing and accessories. Because we truly believe that the right pair of jeans can alter the way you feel, the way you go about your day, and the way you present yourself to the world. We also like to believe that jeans are appropriate for nearly any occasion and we're here — ready to make it all happen for you.