Mother’s flagship in Beverly Hills. Photo: Courtesy of Mother Save Story Save this story Save Story Save this story The first thing you notice in Mother’s flagship in Beverly Hills isn’t the denim, it’s the curves. Walls bend like Richard Serra sculptures. A conversation pit anchors the floor. Boudoir-style mirrored fitting rooms — inspired by Halston’s famed atelier — are designed to show your butt from every angle.
For a Los Angeles brand built on obsessing over the way jeans flatter the form, the architecture feels almost autobiographical.
The humor that’s at the heart of the contemporary brand is also front and center. In a glass vitrine at the entrance is a “Cabinet of Curiosities” that will change monthly alongside Mother’s cleverly named collections. The opening installation is of vintage telephones titled “Call Mother”, and labeled as “found telephones, synthetic lace, existential dread and approximately 41 missed calls”.
“It started with the idea of a 1970s house with a conversation pit and everything curved around it,” says co-founder and creative director Tim Kaeding during a tour of the Canon Drive store. “We wanted the store to feel like an adventure. The best stores are the ones where you wander a little. You turn a corner and find something you weren’t expecting, then another corner and there’s something else. The layout follows one continuous path inspired by a sublime spiral,” he says of the layout, sounding a bit California mystical, which is part of Mother’s branding and will be expressed in store programming like birth chart and tarot card readings, alongside crystal curations and tequila tastings.
Photo: Courtesy of Mother The space has been nicknamed “Big Boy” by the team, and leopard print jeans, “Wild Thing” sweatshirts, red flame-emblazoned letterman jackets and lighter case necklaces hang in front as part of Mother’s fall collection, while the denim bar, which Kaeding calls the most boring part of any store, is further back, past shelves of the new Mother Beverly Hills store merch that spans matchbooks, pens, hats and bags.
The 3,850-square-foot space marks a milestone for the 16-year-old company, which has quietly become one of fashion’s biggest denim success stories, with annual sales approaching $200 million, according to industry sources.
The timing comes after an especially painful detour, one that cost the business millions of dollars. Mother had been preparing to open its first retail location in 2025 before the Palisades wildfire destroyed it just days before opening.
New team members had been hired and billboards leased. A vintage 1970 El Camino was purchased for the opening to serve ice cream out of the trunk and thousands of branded frozen treats had already arrived. “We’re still eating them,” Kaeding jokes.
Rather than abandon retail, Mother doubled down. “It took less time than you’d think to gather ourselves,” he says. “The machine was already moving.” LA is the brand’s spiritual home, and the place they wanted to open the first flagship. More than 90% of the brand’s manufacturing still takes place in LA, a rarity in an industry that long ago chased lower production costs overseas. And the company remains privately funded, even as it prepares to roll out stores on Bleecker Street in New York in November and Pacific Palisades in February 2027, before expanding globally.
Photo: Courtesy of Mother Companywide sales are up 18% year-on-year, driven by a surge in e-commerce, which has grown 207…