“Mother knows how to throw a party,” model and costume designer Paige Reifler said Tuesday night, standing outside Mother’s newly opened Beverly Hills flagship.

By then, the crowd had spilled out onto Canon Drive, lingering on the sidewalk in the 92-degree heat and grabbing slices from Mulberry Street Pizzeria next door, while passersby slowed down to check out the scene.

“This has been a long time coming,” said Tim Kaeding, sitting alongside fellow cofounder Lela Becker as the two took in the opening.

Becker and Kaeding had been days away from unveiling what would have been Mother’s first stand-alone store in Pacific Palisades when it was destroyed in the January 2025 fire, with inventory already inside. It gives the Beverly Hills opening added weight — something felt in the energy of the party — and marks the first full expression of the Mother universe. The pair are working toward a new location at Palisades Village, expected next year, while a New York store is also in the works for 2027.

“It’s kind of fun to design something specifically for each town that we go to,” Kaeding continued. “I think our next shop at the Palisades is going to be completely different from this. We’ve got New York on the horizon, and that’s going to be completely different than this also.”

Mother, founded in Los Angeles in 2010, built its name on vintage-inspired denim before expanding into ready-to-wear, outerwear, knits and accessories, while developing a loyal following in Hollywood along the way. Among those who came out to celebrate were Dave Grohl, Brittany Snow, Jaime Ray Newman, Alexandra Shipp, Ava Phillippe, Daphne Guinness, Aurora James, Jasmine Tookes and Ally Hilfiger. Many, wearing Mother, posed for photographers in front of a vintage white El Camino on the street before making their way inside.

“Mother is just truly spectacular and very thoughtful in their design,” Reifler said. “Everything has a lot of care and love, and you can feel it.”

She has her own history with the brand, having worked with Mother for about a decade, first as a model, before collaborating on jeans named after her.

“I really grew with the company,” she said.

The Reifler style now comes in four washes, with another launch still under wraps that she described as “super soft, very wearable” and goes “perfect with the jeans.”

“A lot of our customers live here, and it just seemed like a natural place to be,” Kaeding said of landing in Beverly Hills.

Becker also noted the international traffic that comes through the area. The significance of the location hit her on the drive over. “I texted him, ‘I can’t believe we’re driving to our store opening in Beverly Hills.’”

The neighborhood has already provided some entertainment. Becker and Kaeding recalled a man dressed almost entirely in neon, wearing a cowboy hat and riding a skateboard, who stopped by and introduced himself as “the mayor of Canon.”

Inside, the former hair salon had been turned into something between a California living room and a ’70s clubhouse. Curved cream walls, deep red carpeting, chrome fixtures, a sunken conversation pit and a wood-paneled phone booth with recorded greetings (from friends of the brand including Chloe Fineman, Sarah Silverman and Alicia Silverstone) filled the space, with small details throughout, from bows to socks stamped “Mother F—er” and shirts embroidered with Mother’s cursive signature. The store also debuted Mother’s Dazzler capsule, with metallic pieces mixed throughout the racks.

“We loved the color palette and the swooping walls,” Kaeding said.

“We wanted it to feel residential but luxurious,” jumped in Becker. The references, she said, landed somewhere in the realm of “Halston, ‘Scarface’ vibes.”

“I think to draw people to stores, you kind of have to experience something that you wouldn’t experience somewhere else,” Kaeding went on. “Everywhere you turn, especially this store, there’s something new to discover and explore.”

The fitting rooms were thought through with denim shoppers in mind.

“When you’re trying a pair of jeans, it’s a very personal experience,” Becker said. “You want a comfortable dressing room, a flattering mirror, a lot of mirrors. You want a big area where you’re not like, ‘There are a lot of people around.’”

There was little chance of that Tuesday night. Even at 3,850 square feet, the store was packed as guests caught up on the last stretch of summer over cherry margaritas while chicken sliders circulated through the room and a caviar cart made the rounds. A café counter, open with coffee and matcha, had been turned into a bar for the evening.

“We want you to come and stay for a while,” Kaeding said. “We really want to make it a gathering spot.”