Shop In Person

Our Retail Store

121 4th St S, La Crosse, WI 54601

Mon - Fri, 11am - 8pm
Saturday, 10am - 8pm
Sunday, 12pm - 5pm


About Our Store

On August 20th, 1980 Dale Berg opened up a store called The Jeanery with only 3 racks of clothes and specialized in jeans in La Crosse, WI. 43 years later the 3 racks of clothes evolved into a beautiful boutique for both men and women in a historic building in downtown La Crosse. Dale has been helping customers find clothing that makes them feel confident.

From our customers


If you're looking for excellent service, Dale definitely is Amazing ! I'm going to New York for first time and he helped pick out day and evening outfits that compliment my size and personality. It wasn't just shopping, it was a whole experience that built my confidence and was just so fun! Definitely will be going back and taking the hubs too!

Carolyn Moe

Dales is literally my favorite shop on the planet! He is fabulous and can tell your exact size as soon as you walk in and starts pulling clothes that would look great on your body type to compliment your eyes/hair/skin. Amazing! We have been shopping there for years and it immediately puts you in the best mood just walking in the door. 💕

Amanda Hargrove

Dale is so helpful in finding clothes that fit you and will compliment you, without being pushy and upselling! Wonderful experience

Lila Kozelka

We are in La Crosse for a mother daughter weekend. Out first stop was Dales Clothing. This was a great experience. The personalized service was amazing. There is a lot of merchandise here and it could have been overwhelming but Dale pulled peices for my daughter to try on and we left with a big bag full of clothes. All priced at 50% off. Highly recommend.

DeVo R-B

A must see and try on, Dale and the staff are beyond awesome!! Been going there for years never ever have I been dissatisfied. Great sale going on now!! I saved over 400.00 brought my boyfriend with for the 1st time, Dale hooked him with a very nice he now has a loyal customer besides me!! Highly recommend!!!! Shop locally and support La crosse small businesses.

Robyn “Storm” Pine

I have been a customer at Dales since 2003-04 and still 20 years later I still love going to downtown where Dales is in the heart of La Crosse. They have always been a five star store in my opinion and check off many attributes in customer service; friendliness, honesty, knowledgeable, patience, great attitudes and down right amazing people. Dales is very affordable and you can buy a variety of clothing for all occasions. Thank you for such an amazing store. Much love!

D. Henry

I've been shopping here since I was in high school and now I bring my high school and college aged kids here to shop. There's always something fun and unique and the service is by far the best! Dale and staff genuinely care about their customers. They even remember our styles and ask about family. They are always the first place we want to shop, when we are home. Thank you, Dales!! :)

Kimberly Case

This place is amazing but not as amazing as Dale himself. Good deals and a huge selection. Dale knows every piece of clothing in the place and exactly what will look good on you. You'll love it there!

Todd B

Absolutely love Dale's!!! Its my go to spot when looking for clothes locally. I still like shopping in person so I can try stuff on if I'm not sure and feel the fabrics in my hands. Dale and Ruthie make shopping downtown a truly enjoyable experience.

Leila DH