Since its launch in 2019, Denim Tears has steadily grown, generating tens of millions in annual revenue and doubling its sales each year, without external investors and working exclusively with Dover Street Market.
The expansion also includes new stores in several US cities such as Atlanta, Chicago, Houston, Philadelphia, Portland, and Los Angeles. The brand aims for controlled growth to maintain its connection with the community.
Denim Tears’ primary symbol is the cotton wreath, created by Emory in 2020. This element represents the history of slavery and the African American experience.
For Tremaine Emory, founder and creative director of the brand, his work serves as a platform to narrate the complex reality of the Black diaspora, with an approach that goes beyond merely depicting suffering. Emory emphasises that his intention is not to provoke, but to offer an authentic and multifaceted vision that celebrates Black resilience, culture, and identity.
The opening of its first store outside the United States, in Tokyo in 2026, marks a milestone in Denim Tears’ global expansion, while consolidating its presence in a key market for global fashion. This step represents not only a commercial opportunity but also the chance to bring its message and aesthetic to an international audience.
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