Reuben was raised in Virginia Beach, Virginia. At an early age, he discovered his love for style and fashion.

Sunday became his favorite day of the week, witnessing the stylish attire worn by men and women at his grandfather’s church. As he aged, his curiosity grew more and more for and garment design and construction. During his senior and junior year of high school, he attended Virginia Beach Tech Center, a vocational school, which afforded him an opportunity to study fashion design.

Upon graduating, he attended Norfolk State University pursuing a degree in art & fashion design from 2004-2006 and relocated to New York in 2007 to study fashion design at The Art Institute of New York City. Reuben Reuel credits vintage classic silhouettes, street style and the presence of color and prints as the inspiration for his brand, Demestiks New York.

Demestiks New York is defined by three words; chic, classy and sexy. Debuting in the summer of 2012, the womenswear brand attracted a global audience with designs using holland-wax (ankara) printed cotton and classic, yet modern inspired silhouettes. The brand also managed to attract the likes of Beyoncé, Mindy Kaling and Ledisi.

The Demestiks New York woman is bold, daring and  confident with an appreciation for well-made, feminine clothing; with style options from petite to plus size.

Demestiks New York is dedicated to finding fabrics that inspire creativity. Reuben sees New York City’s Garment District as a designer’s treasure chest. The label’s initiative is to support domestic commerce by using fabrics, trims, notions, and production facilities in New York City in efforts to help preserve the Garment District.

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