Los Angeles is the beating heart of the U.S. denim industry—a city that has not only defined the effortlessly cool So-Cal aesthetic but also given rise to pioneering brands like Guess, 7 For All Mankind and AG Jeans.
The Denim Institute & Museum, a new venture by denim designer Loren Cronk and Jonny Saven, the CEO of L’Agence, aims to celebrate the city’s indigo heritage.
The non-profit is seeking to preserve denim culture by safeguarding its heritage through curated exhibits and hands-on training. The duo is actively fundraising, looking for individuals, vendors, suppliers and brands that have built their legacy in denim to contribute. Saven will serve as lead advisor; Cronk as operations and lead curator.
Related Stories
Scheduled to open in June 2026 on the first and second floor of the Gerry Building in downtown L.A., the institute will serve as a hub for the denim industry—past, present and future—centrally located in the city’s garment district.
A “legacy hall” will tell the stories of 25 industry-leading brands beginning with Levi Strauss & Co. and continuing with L.A.-born Y2K premium brands like True Religion and Citizens of Humanity. In the process, Cronk said the exhibition will share denim’s evolution from a domestic commodity to a global symbol of rebellious style and, increasingly, a leader in sustainability.
Private collectors and archival collection will provide support for the exhibition, though Cronk noted brands are welcomed to help celebrate their histories.
Additionally, education will be a key pillar of the institute, which will hold short courses on technical skills like pattern making, sewing and business essentials specifically to denim on site. The Denim Institute & Museum is set to offer immersive field trips to working factories, wash houses, and brand headquarters, while also building exchange programs with top fashion schools such as the Fashion Institute of Technology in New York and the Jean School in Amsterdam.
Cronk, who previously designed for iconic labels like Levi’s and Ralph Lauren before launching his own brand, Loren, in 2002, first recognized the growing interest in denim—and the widespread lack of knowledge around it—at his former Brooklyn store.
“We had an open studio where customers could watch us making and repairing jeans,” he recalled. “People were constantly asking if we offered classes on hemming, alterations, or even how to make jeans. We didn’t—we were too busy running the business—but the idea stayed with me.”
Now, after spending several years on the West Coast, he believes there’s no better place to bring that idea to life than Los Angeles.
“There are a lot of denim people sprinkled throughout the city, but there really hasn’t been a centralized location for everyone. It’s exciting to know that there’s going to be a hub for the denim industry,” Cronk said.
Saven, who has lived in L.A. for the past 30 years, spends much of his time running businesses and managing operations. However, he finds it especially fulfilling to engage in activities that give back and spark enthusiasm.
“In a time where commerce and fashion and even creativity can be somewhat challenging these days, it’s refreshing for to see that there are great opportunities in the industry, stories that need to be told, and things that we can participate in to create and form the future of denim,” he said.
