Josh Reichmann and the amazingly named Mikey Apples, co-owners of RUINS. Story by Justine Iaboni. Photography by Brendan Adam Zwelling.
RUINS (960 Queen St. W., ruinstoronto.com, email@example.com)
For those who don’t call a dog a dog and a spoon a spoon*, you probably don’t call a blazer just a blazer. Well, neither do Josh Reichmann and Mikey Apples. Their new concept boutique, RUINS, is the closest thing to shopping for clothes in an actual gallery space—minus the “do not touch” signs and the attitude. In Reichmann’s words, Ruins is “an ever-mutating, creative project that is finely curated.” Whether you shop at RUINS to pick up a rare vintage piece, to enhance your music repertoire, or to get your hair cut in the single-chair salon out back, the duo promises to deliver an aesthetic experience that will linger long after you leave the store.
*”The passion of an aesthete is absolutely inaccessible to the man of ordinary concept who calls a dog a dog and a spoon a spoon.” —R. Huelsenbeck in En Avant Dada.
How do you two know each other?
Josh: “We both come from the music world in Toronto: Mikey in the capacity of managing touring bands like Crystal Castles. I was in a touring band so our paths were always crossing. Every time we talked, we found out that we had common interests in aesthetics, design, art, and music, so we kind of jived on those levels. Touring and recording is one thing for me, but I’ve always wanted to station myself and get involved in clothes and branding this whole world that I had envisioned.”
How does one go from envisioning this world to taking the plunge and opening a store?
Josh: “I had some connections to the fashion world from the music world, through labels in New York like Assembly and Opening Ceremony. The main questions were: What lines do we want, what lines can we get, and where do we want to be? It was really tough to locate the perfect space on Queen Street—over here, it changes block by block. We totally lucked into this place even though—unluckily—it needed tons of work. We spent the next couple of months rebuilding it into the space we envisioned.”
I’m sure you’ve heard this from skeptics along the way, but really: Another indie Queen West boutique? Continue reading