Denim Dynamo

A lover of jeans brings a by-appointment-only vintage shopping studio to North Boulder’s Holiday Neighborhood

By Kalene McCort  »  Photos by Ashlee Burke, LoveJoy Photography

From James Dean’s cuffed Lees in “Rebel Without a Cause” to Brooke Shields’ memorable 1980s Calvin Klein Jeans ads, denim has always been more than just a fabric. Classic, iconic and effortlessly hip, it exudes a timelessness and undeniable staying-power few textiles do. 

While debates continue surrounding skinny, flared, boyfriend or bootcut, one thing that never wanes is jeans place in pop culture and in everyday life.  

LOV’D, Library of Vintage Denim, opened in Boulder’s Holiday Neighborhood in October 2023 and has since been a cherished destination for those seeking a curated shopping experience outside of virtual carts and packed malls. 

“I remember very vividly specific pairs of jeans that I had growing up,” says Melissa Keosann, the woman behind LOV’D. “Maybe I had this obsession all of my life, and I didn’t realize it. All my life, I was looking for that thing that made me tick and it was presenting itself 30 years ago.”

Among the many stacks of jeans, visitors will find retro band tees, leather vests, coats, a rack of dresses that range from midcentury chic to elegant Victorian lace and even accessories from local makers, like vibrant jewelry line Lawn Party. 

But the main star of this establishment will always be the jeans—particularly the array of Levi’s—a blue ombré assortment all built to last.

“I like just the quality, and they have a lot of history,” Keosann says of the time-honored brand. “It’s really cool that this company’s been around since 1853. There’s a major cult following.”

A former bartender and food delivery driver, Keosann purchased her first pair of vintage Levi’s during the pandemic year of 2020 at a thrift shop. Thrilled with her find, she began to seek out other second-hand clothing items and opened an Etsy shop specializing in fashion. As its popularity grew, she pivoted to selling directly through a Shopify website and eventually rented space within another business in Denver. Now she no longer hits the thrift shop for inventory but selects vintage denim from several trusted wholesalers for her thoughtfully curated denim emporium.  

Keosann’s days are full, as she sees between 30 to 35 clients a week for personal fitting experiences at her inviting, by-appointment-only, studio. From couples looking to shop together to friend groups seeking retail therapy, Keosann welcomes a variety of folks into the high-ceiling space tinged with warm notes of palo santo and an overhead soundtrack of recognizable hits.

Her Instagram account, built completely organically, boasts over 25,000 followers—resulting in a reach beyond Boulder. One woman booked a flight from California just for an appointment at LOV’D, an experience that for Keosann solidified the impact and scope of her one-woman-run business. 

“There are people out there that fit the denim to the person, I fit the person to the denim,” Keosann says. “I don’t do any alterations, and I can always suggest alterations to people or places where I take mine to get mended, but if you feel like you have to alter this pair of jeans, I haven’t done my job. I want you to walk out with a pair of jeans that you can wear today.”

Back in 2021—years before the brick and mortar NoBo store—it wasn’t unusual for Keosann to ship jeans to those interested in a “try-before-buy” option or make house calls with an array of jeans in tow to get Colorado-based clients the ideal fitting pair. Asking their measurements, she would pop over from her Northglenn home with a heap of jeans bound to make an impression.

“I actually remember almost every single one of those people, and a lot of them have bought from me since then, so it’s kind of cool to have those special people that were there from the beginning,” Keosann says. 

Most all jeans at LOV’D are priced at $259, with the exception of a few special pairs. 

For Keosann, her mission stretches past retail and is woven in bringing out the confidence of others. 

“I’ve had clients that have come in here, say they haven’t worn denim in 15 years, and they walk out with two pairs,” Keosann says. “It’s almost life-changing for some people. People leave feeling so good about themselves.”

Keosann has always been blessed with what she calls “the eye” when it comes to seeing the potential in underrated clothing items and innately knowing which fits are the most flattering for a variety of body types. Those interested in booking an appointment with Keosann, can log onto thisislovd.com and follow her jeans journey on Instagram at this.is.lovd.

“It’s literally the first time in my entire life that I’ve ever done anything career wise that I’ve actually felt fulfilled,” Keosann says. “It’s incredible, I never imagined it would be like this. You’re not going to get this experience anywhere else.”