Denim Goes Hollywood


The moment you step off Hollywood’s Beverly Boulevard and into Mister Freedom, you understand why it’s a destination for the denim-obsessed Japanese, for workwear purists, and for stars looking to shore up their leading-man credentials. French-born Christophe Loiron transformed a vintage clothing store into a denim emporium in 2003 and has carefully cultivated its growth over the last decade. Mister Freedom now has its own label, which releases two collections of military-inspired shirts, trousers, and jackets every year, and carries just about any brand of vintage boot or color of Japanese indigo you can remember.

Loiron’s approach isn’t traditional. He mixes found objects and old pieces with new stock. There’s even a loft in the store where some of the clothes are made and restored – the sound of a whirring sewing machine is often audible over the music. Loiron says he is “drawing inspiration from vintage clothing, historical events, and classic films” in order to build “solid clothes designed and built to survive trends.” In Los Angeles, that makes him an eccentric, but we’re all for that.