Our Story

It was the recession of 2009 and people were buying only the necessities - food, gas, and premium denim. And a strong-willed jean fanatic with a passion for business/marketing was opening Jean Theory: in Charlottesville, Virginia.

Convinced she wasn't the only one on the never ending hunt for perfect fitting jeans, and with a stack of "not quite right" ones in her closet, Laura Van Camp created the solution for all your denim woes.

Jean Theory: is home to more than 70 styles of denim from the top-selling designers and educated and experienced staff who know that finding the right fit is both a science and an art. A play on the term "gene theory," the idea that our genes are passed down or "inherited," JT: also offers a carefully curated selection of gently worn premium denim traded in by customers.

The environment is fun and upbeat, yet professional and honest; driven by selection, service, and a team makes certain you leave feeling like a Rock Star.


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