When denim dude Loren Cronk opened his eponymous Greenpoint storefront last night the entire hipster nation–attended by their high priestess Pamela Love–turned out to celebrate. Against the kooky backdrop of a TV cop show shoot on the corner, Cronk, a Levi’s alum and former designer at LIPS, showed off his range of wares from hand-picked vintage denim goodies to his own original collection created in-house. Guests including Simone and Amedeo Pace of Blonde Redhead sifted through quilted denim guitar straps made in collaboration with Heavy Leather Nyc, jean shoes by LOREN x Heutchy and LOREN x Keller, and super dope bowties made in cahoots with J. Cravata. In addition to the LOREN collection Cronk will also custom and repair services for the natty- and ratty-jeaned ladies and gents. Or he could just open up the shop as a location for film shoots.

LOREN, 82 Nassau Ave., Greenpoint, BK.

Above photo: Loren Cronk in front of his Nassau Avenue storefront in Greenpoint Thursday night.

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Cronk supervising the melee out in front of his Greenpoint store on Thursday night.

The Pace twins of Blonde Redhead and a friend.

Pamela Love and Maya Singer.