First Look: Pure Blu Jeans
As dedicated patrons of the Coolidge Corner Trader Joe’s, Bostonista has spent months wondering what retailer would move into the vacant spot next door. Last week, Pure Blu Jeans finally opened at 1309 Beacon. For a minute, we were super-excited: We thought the store was going to be a U.S. outlet of Japanese label Pure Blue Jeans, a cult line currently domestically available (as far as we know) only in a couple of SoHo and San Francisco boutiques.
We weren’t entirely sure what kind of retail strategy involves NYC, San Francisco…and Brookline, but we thought perhaps the Pure corporate people shared our love for quirky, reasonably priced neighborhood grocery stores.
Alas, no. We quickly realized the new shop, with its missing “e”, is an entirely separate place. And while this Pure Blu Jeans isn’t quite as exciting as its Japanese counterpart, the store still stocks a solid selection of designer denim.
The narrow white-and-blue space is filled with all the usual suspects: AG, Chip & Pepper, Habitual, Hudson, J Brand, etc. You’ll also find tanks and sweaters by labels like Green Dragon and Sweet Pea. (Right now, there’s a whole rack of tops marked down $50 as part of the opening sale…but we hear that there will actually be a bigger grand opening in April.)
And so, while Pure isn’t exactly breaking new fashion ground, it does come as a welcome replacement to denim-philes still mourning the loss of Jasmine Sola.
Pure Blu Jeans, 1309 Beacon St., Brookline, 617-566-0800.
March 27th, 2008 at 5:06 pm
After seeing this article, being a student obsessed with clothing, I had to stop in and check it out. And I must say, Pure Blu is everything you said and more. The store is absolutely fabulous and the sales associates are both friendly and helpful. They made finding the perfect pair of jeans easy. I will definitely be back in soon. This is the kind of store I have been looking for since Jasmine Sola closed. All fashionistas should check it out.
March 27th, 2008 at 5:10 pm
My friends told me about this store and I was finally able to stop in this past weekend. I love it and love all the styles. You should do a feature length article profiling the store, to let people know that there is a store like this in Brookline, because there is nothing in Coolidge Corner like it.
March 28th, 2008 at 11:06 am
FYI
If you haven’t heard already—–Jasmine Sola will be back under a new name MIX- by the original ownership with the original great buying eye skills. Sadly that was lost upon the Jasmine’s sale to New York & Co which lead to it’s demise. Some good things do come back…even better!
March 28th, 2008 at 12:30 pm
Pure Blu is just what the doctor ordered!!! Fabulous, funky fashions priced right! It’s a must see! Located in the heart of Coolidge Corner in Brookline, you’ll find all the hottest jeans, trendy tops and dresses, and great jewels . . . all just in time for spring! Stop by . . .
March 29th, 2008 at 6:10 pm
Any self-respecting customer would not shop here. I bought a pair of jeans and long story short the back pocket of the jeans tore off and ripped a whole right through - this was less than a week later. Lina Prusova refused a credit or exchange and I am shocked and appalled at a brand new store that won’t honor it’s own return policy. (w/in 15 days w/receipt for full refund.