The Denim Institute and the Museum will open their doors in Los Angeles in June 2026

Founded by Jonny Saven and Loren Cronk, the Denim Institute and the Museum will open their doors next June in the Gerry building in the center of Los Angeles. The two men have collaborated for decades with brands such as Levi's, Ralph Lauren, L'Angnce, Diesel and Wrangler. Saven, known for his leadership in the fashion and commercial strategy, serves as the main advisor, while Cronk, one of the most respected denim creatives in the industry, supervises design and operations. Together they are building an institution of 11,000 square feet in the Los Angeles fashion district to protect the heritage of the denim and shape their future.

Fashionnetwork.com: When did the Denim Institute project and the Museum Project begin?

Loren Cronk: I approached Jonny Save, co -founder of the Denim and Museum Institute and CEO of L'Angence about six or seven years ago with the idea of ​​a short -term denim school. At that time, I owned a boutique in Brooklyn, where we made custom jeans, handle repairs and modifications, and sold our brand ready to use, blksmth denim. Our open sewing study often attracted the curiosity of the clients who asked if we offered classes in Hemming, repair or even Jean's manufacturing. We did not do it, but the idea was trapped. When I moved to Los Angeles to explore the opening of another store. I knew that this city was the right place to give life to the concept. It was not until 2020, when Covid forced me to close my business, that I fully committed to develop it.

FNW: With the idea of ​​offering a place that is both an institute and a museum?

LC: In the last four years, Jonny and I have refined the idea in what has become today: a denim center with a school and a learning center of cuts centered on a sustainable future. And we realized that if we are going to teach denim, we cannot do it without sharing its history. In the heart of everything is the Denim Museum, which completes the Denim Institute and Museum.

FNW: No one else in the denim industry thought about this project before you?

LC: Not that I know. Some brands have created small museums. For example, read once he showed his story in Kansas City, and Levi's has its history appeared in the lobby of Levi Plaza in San Francisco. But for us, the museum component is a central part of the Denim Institute and the Museum. It is not just a brand; It is about the history of denim as a whole. Of course, certain brands have had a greater presence and impact, but ultimately, it is the entire denim community: the “inherited brands” and all those that followed. The history of denim is simply too rich to not have a place where everyone can experience it.

FNW: The Denim Institute and the Museum will be located in the Gerry building in the center. How did you find and chose this location?

LC: One of our commercial advisors introduced us to the owners, we launched our idea and, as some of their background were rooted in fashion, they welcomed the idea.

FNW: Was it the location in the center, where the retail sector is fighting, a natural and obvious option?

LC: We feel it was important to place this project in the heart of the fashion district in the center. It is a beautiful part of the city that needs more businesses and investments, and we are excited to bring a project that not only shares the history of Denim, but also helps revitalize the area. We hope that the city supports not only initiatives such as ours, but also a broader growth and development that can strengthen the entire community.

FNW: How did this project finance?

LC: As a non -profit organization, we are currently in our fundraising phase. While the economic climate can make this a challenging moment, the answer we have received has been overwhelmingly encouraging. Almost all those who have approached have wanted to participate in some way, either through support, collaboration or simply helping to run the voice. The vision of the Denim Institute and Museum has proven to be easy to share, people immediately understand their value and want to see that be successful, and that positivity has given us a great impulse as we advance.

FNW: What values ​​and missions did you want to incorporate in it?

LC: The Denim Institute and the Museum are dedicated to preservation, education and innovation. As a world class museum and educational center, documented and celebrates the rich history and cultural meaning of denim. Through its immersive exhibitions and the School of denim of Short Cuts, empowers students, academics, industry professionals and enthusiasts to explore the roots of the denim and shape their future.

FNW: In the museum section, you will present employs of denim under the flag of 'Legacy Brands'. What criteria were used to select those brands?

LC: We have identified 25 global brands that make up our Legacy Brand Hall, the first place will experience visitors. This room will present a chronological timeline that will begin with that of Levi, moving through the fundamental brands that followed and carry the story at the end of the 1980s. Each inherited brand will have a dedicated exhibition, which gives them a platform to share their history and impact in depth. Beyond the Legacy Brand Hall, visitors will discover hundreds of additional brands, from the explosion of the premium denim during the Y2K era to the influential Japanese and European brands, the labels of the designers, as well as the rare and collectible names. The museum will also feature rotating seasonal exhibitions, such as “Rock stars in denim” or “women in denim work clothes during World War II”, ensuring that there is always something new and relevant to explore.

FNW: What types of events and exhibitions can the public attend?

LC: We are building an ambitious calendar of events designed to involve the industry and the public. The most prominent aspects include a Jean manufacturers festival, where ten designers compete to create the most extraordinary jeans pair and jacket embroidery art exhibitions that mixers celebrate mixers as a canvas for creativity. We will organize sustainability forums with leading companies that share how the industry is working towards a more responsible future, as well as special meetings such as a denim gala and denim auctions. Interactive characteristics will make the experience even more fun: a photo stand from the 80s with outfits so that guests are tested and shared on social networks, a denim falling station sponsored by Major Mills and even a laser design study where visitors can customize the denim in real time. There are only some of the attractive and innovative experiences that we have planned to give life to the story of Denim.

FNW: Will young designers who work with Denim also highlight?

LC: We will definitely present young designers who are having an impact on the market. Together with the brands, unique individuals who make personalized pieces.

FNW: What kind of scenography did you choose?

LC: In general, mood will reflect the classic aesthetics of the museum with modern touches. We will pay close attention to space and flow, using lighting and sound to shape the atmosphere. The general mood and the experience of visitors are fundamental for our vision and will receive a significant approach throughout the design process.

FNW: The Denim Institute and the Museum will also include the Los Angeles School. What will be taught there?

LC: We are focused on short workshop courses designed to provide students with both knowledge and practical experience. The examples include “Day Denim Deep Dive”, an intensive overview that covers the entire denim trip, “Jean's manufacturing course for beginners of the week”, “Jean Expert Manufacturing course”, “Day clothing business course” and more. These short courses are designed to be immersive, practical and accessible, giving participants a significant point of entry in the world of denim.