Photos by Geoff Story, toky branding + design
reuben reuel
Reuben Reuel, creative director and designer of Demestik by Reuben Reuel, based in NYC found his love for fashion and style while growing up in his hometown of Virginia Beach, Virginia. His grandmother, a skilled seamstress with impeccable taste and flamboyant style, served as his primary influence and inspiration. She was the reason he decided to enroll at the Virginia Beach Tech Center where he began to hone his skills in fashion design. Upon completion he attended Norfolk State University and later moved to NYC in 2007 to attend the Art Institute of New York City.
In 2012, Reuben Reuel decided to venture out on his own and create garments with a focused aesthetic. Taking a less conventional approach, he partnered with Etsy.com to sell his products. This allowed him to formulate a case study of the type of women that are interested in his garments and the ability to sell direct to consumer worldwide.
In the past four years the business has grown 5X in sales since its conception with an increased worldwide following. The momentum of his vision and the growth of the brand are illustrated in his uncompromising product, quality and commitment to hard work.