This Boulder business will make your vintage denim dreams come true

Tucked in a north Boulder boutique is a jeanius named Melissa Keosann, who provides personalized fittings for anyone looking to find their perfect pair of vintage denim.

Why it matters: Keosann's shop LOV'D — or the Library of Vintage Denim — changes the shopping scene by fitting the person to the pants, not the other way around.

What she's saying: Her knack for making denim dreams come true took off shortly after the pandemic, when she started selling second-hand clothing online and doing house calls with piles of jeans in tow, she tells us.

• That passion blossomed into her new brick-and-mortar, where she focuses on boosting clients' confidence by offering an experience tailored just for them.
• Since opening her studio last October, she's gained more than 30,000 followers on Instagram and attracted customers from far beyond Boulder.

How it works: Shoppers book an appointment for a complimentary one-hour fitting, in which Keosann measures your waist, learns your preferences and curates a selection of vintage, built-to-last denim, like Levis and Wranglers.

• You then work together to fine-tune the fit.
• The shop carries plus-size denim and a variety of styles for men.

By the numbers: Each pair is priced at $259. That not only covers the product and Keosann's expertise but what's behind the scenes, including the wholesaler sourcing her materials and the person who helps mend any in need.

😍 My thought bubble: Keosann is a true denim whisperer. She took the little information I gave her about what I was looking for and, in a flash, returned with five pairs of jeans that instantly put me in a dilemma because of how well they all fit.

• I walked out of the store with two pairs of vintage 501 Levis that I'm now obsessed with and a need to tell anyone who will listen about how much I loved my LOV'D experience.

The big picture: Boulder is quickly becoming a gem for jeans.

• The city is also home to Ripton , which specializes in active-wear denim built for adventuring, and Boulder Denim , known for its ultra-stretch and stain-resistant styles.

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