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303 MAGAZINE INTERVIEWS RUCKUS OWNER JOSH SCHMITZ

JOURNAL

The global brand of a young and adventurous lifestyle, with a complete line of clothing and accessories.

303 MAGAZINE INTERVIEWS RUCKUS OWNER JOSH SCHMITZ

Josh Schmitz

Ruckus Apparel is impossible to ignore. Besides introducing Bellwether Club (the flagship store on East Colfax that serves as coffee shop, whiskey bar, barber shop, and boutique), the Denver-based brand always has something new to show us. Founder Josh Schmitz tells us about the latest collection: Insult to Space. Beyond clothing, he speaks on how the summer collection was inspired by something not always seen in fashion: heartbreak, imperfections, beauty and pain.

“I cannot say you are beautiful.
I cannot compare your eyes
to stardust or nebulas
or say your voice is as delicate and soft as lace.

Although you are my whole universe,
you are not my whole universe,
because to say so would be an insult to space”

303: The title of your collection, Insult to Space, was derived from a poem by a local artist (above). What was it about that particular line that spoke to you?

Schmitz: Aleah Bradshaw wrote it when she was in high school and it’s never left my head. When you listen to it, the poem stirs emotion about real life. It’s about sitting in the emotion of being broken hearted. Summer collections tend to be about fun in the sun, and we’re also in a time where we’re constantly being told how success is defined. You have celebrities renting ferraris, you’re told to have at least 5,000 followers on Instagram to be considered successful and I thought “What if we went the complete opposite direction?” Just like the poem is about being broken, the collection is inspired by raw emotion. It’s not an ABC on how to be successful, it’s saying it’s ok to not be ok.