When Eli Cox opened Berkeley Supply in 2012, it wasn’t to chase trends—it was to create the kind of shop he couldn’t find in Denver. “I just made the store I wanted to shop in,” says Eli, who grew up around brands like Carhartt and Filson and developed an appreciation for rugged, well-made goods that tell a story.
What started as a 200-square-foot space offered up by a friend over beers has since grown into a full-scale storefront on Tennyson Street, where the racks are lined with raw denim, vintage-inspired tees, and thoughtfully crafted outerwear. Rooted in American-made heritage wear, the shop quickly earned a following for its commitment to quality above all else. “I’ve always wanted my shop to be a place where we could lock it down, come back in ten years, and it would still be relevant.”
Today, the shelves feature a more global mix—brands from Japan, Scandinavia, and Canada—still carefully chosen for their craftsmanship and transparency. “A lot of those early U.S. brands couldn’t keep up with small-scale production,” Eli explains. “But I’ve stayed really mindful, sourcing from small factories that fit our brand ethos.”
Rather than chase passing trends, Eli prefers thoughtful evolution. “Right now, wider pants are kind of a thing,” he says. “Have I brought some in? Absolutely. But has the entire offering gone wide-leg? No. I tend not to chase trends as much as I chase my version of what a trend is right now.”
That approach has earned Berkeley Supply a loyal following—and a surprisingly broad one. “Anybody can walk in,” he says. “I’ve sold jeans to women who crop our tees and 85-year-old dudes who were pipefitters for sixty years because they think American manufacturing is cool.”
His core customers, like the shop itself, have matured. “I opened this place at 26, and like me, a lot of my customers are pushing forty now. They’ve got kids, they’re bending down all day, they want comfort but still care about quality.”
That mindset is shaping what’s next. Eli is preparing to launch BS Basics, an in-house line of everyday essentials made in Los Angeles. “The first full collection drops this fall,” he says. “It’s all thoughtfully made, U.S.-produced. That part of the mission has never changed.”
He’s also eyeing a second brick-and-mortar, with Cherry Creek on the radar. “I’ve done pop-ups in the past,” he says, “but I think it’s time to find the right spot for a permanent second shop.”
Whether it’s the perfect tee or a pair of jeans that’ll age with you, Berkeley Supply remains a haven for those who value substance over noise—and pieces that only get better with time.
