AG Jeans has unveiled its first major store redesign in over twenty years, reopening its Fashion Island location in Newport Beach with a fresh vision for the brand’s future. The new space embodies a contemporary coastal sensibility, blending calming, grounded luxury with a strong commitment to sustainability and ethical business practices.
The redesign marks a pivotal moment for AG, signaling a shift from its long-standing focus on premium denim to a broader, collection-based approach. As Creative Director Charles Sands explains, the brand’s challenge was never about the product itself, but about how it was presented. “We don’t have a product problem, we have a presentation problem,” he said, emphasizing the importance of showcasing collections in a way that elevates them beyond just clothing.
The updated store concept moves away from the iconic floor-to-ceiling denim walls of the past, instead creating an environment where ready-to-wear pieces and denim collections are displayed as part of a cohesive story. Sands notes, “Within the right environment, our products become aspirational pieces that sell a dream and transport the consumer to a different world.” This new approach is designed to immerse customers in the world of AG, highlighting the brand’s evolution into a modern lifestyle label.
Sustainability and craftsmanship are at the heart of the new design. The store features furniture handcrafted from sustainably sourced wood, and nearly all materials used in the renovation were repurposed, residual wood. Rugs from Nordic Knots, handwoven by artisans in India in partnership with GoodWeave, further reinforce AG’s dedication to ethical production and global community support.
Sands is particularly proud of the collaborative spirit that brought the redesign to life. “The entire company feels electric as we now are all working in unison to achieve the same goal,” he says. The launch of the Holiday ’25 collection alongside the store’s reopening stands as a testament to AG’s renewed energy and unified vision.
Looking ahead, AG plans to roll out this new concept to future stores and select wholesale partners, ensuring that the brand’s distinct identity and values are felt wherever customers shop. As AG puts it, the new store is a statement of “purpose, integrity, and longevity—values that define both our products and the environments we create.”
Discover AG's reimagined store at Fashion Island and shop the latest collection.
Visit the store:
401 Newport Center Dr.
Space #573
Newport Beach, CA 92660