clock menu more-arrow no yes

Filed under:

Joe's Jeans Brought Massive Fridge of Pressed Juice to Vegas

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.


Joe's Jeans founder Joe Dahan loves pressed juice—so much so that when it came time to set up the brand's booth at Vegas tradeshow Project, he drove in roughly 450 ice-packed Pressed Juicery concoctions as well as a fridge to house them. By the time we stopped by on Thursday, the selection had been somewhat pillaged by thirsty buyers, but there were still plenty of bottles of Greens 3, Roots 3, Citrus 2 and almond milk. It was a welcome site after tramping for what felt like miles around convention centers and Vegas casino floors.

The Joe's booth was designed by the team responsible for all Joe's stores and showroom interiors, and it looked like a combination of a boutique and a plush living room. There were oversized leather chairs, crystal chandeliers, carpeting and more; white walls provided a clean backdrop for the denim-focused brand's fall '13 collection. Taking a cue from Joe's recently-opened Melrose Place boutique, the entrance featured a greenery-covered wall with gold lettering. Check out their work, above.
· Joe's Jeans [Official Site]
· Candy, Balloons, Clothes: Wildfox Brings the Party to Project [Racked]
· Joe's Jeans Is Almost Ready for Action on Melrose Place [Raacked]