First Look: Pure Blu Jeans

1206634494As 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.