Sisters Mia, Savannah, and Sierra Grajeda planned to sell hand-painted denim, vintage clothes and jewelry. To promote the opening of their store, Whole Lota Denim threw a launch party with entertainment from friend bands. More than 300 people attended the event in a former warehouse on El Paso's east side.

The buzz after the opening led to more bands asking to play at the shop. So they kept the name and added a stage and completely changed their business plan.