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How Two Agency Strategists Embarked on a Quest to Find and Sell the Best Denim on Earth

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Jonathan Spitzer
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Jeff Kauffman and Bennie Reed are two guys who love a good pair of jeans.

The problem was, there were few options in Dallas to buy high-quality denim that fit well.

That changed after some cold beers on a summer day, when the duo decided to take matters into their own hands and open up shop.

Deep Ellum Denim started a few years ago as a passion project for Kauffman and Reed, who work together by day at The Richards Group.

It has become a budding business in Deep Ellum, the eclectic, creative and vibrant district of Dallas that is part of the store’s namesake.

“At the core, we were solving a need we both had,” said Kauffman, group media director of digital and emerging media at The Richards Group.

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Jonathan Spitzer
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