Photographer: Erich Garza
How did RUCKUS Apparel get started?
Ruckus was founded in 2009, by accident to be honest. I started making t-shirts for myself to wear and people would ask where I got my shirts, haha. When I said that “I made it” they would ask me to make one for them too and really it kind of grew by word of mouth. Soon I was making enough shirts that it was time to become legal and legit.
How long has RUCKUS been in business?
Officially since November of 2009.
What inspired you to create and build your own
business?
One day I was wearing a white shirt that said “HURLEY” across the front and I was like, no no no, I’m not paying to be a walking billboard anymore. I don’t want to rep someone else’s stuff; I want to rep my own stuff.
What do you love most about owning RUCKUS
Apparel?
That’s a really hard question. I Love a lot of things about owning this company. I LOVE the people that I get to meet and the people that I get to do business with. The people / team / Family / Army / Supporters / Models / Promoters / etc. I Love meeting and working with new people. I love that I have the final say when it comes to the events, designs, colors, models, etc. I don’t have a boss above me saying - “No you cant have 11 foot pythons on the runway” or “No you cant open the show with spinning fire” Or “No you cant release a tank top during the winter” I get to do what I want and I love it.
Tell us about yourself. Did you grow up in
Denver?
Yep – I am a Colorado boy through and through. I grew up in a little suburb directly west of Denver called Wheat Ridge. Our family moved a lot throughout my childhood. I lived in eleven different houses in the Denver area while growing up. The joke was that my mom would rather move than do spring cleaning. I can actually remember all the different elementary schools I went to, but I primarily went to Everitt Middle School and then later attended Wheat Ridge High School. When I graduated high school I played rugby overseas for awhile and when I returned I went to the University of Wyoming just long enough to realize that I hate Wyoming haha. I returned and finished my degree in Denver. My whole family lives here in Denver. My dad is a Pastor at Westwoods Community Church and my mom works for Frontier Airlines at DIA and at CCU in the Athletic Department. I love being around my family. It’s a key ingredient to happiness I think. I call it the three “Fs”. Faith/Family/Future. If you concern yourself with those three things and discipline yourself to keep them first, you will be ok.
What’s your favorite restaurant or bar in Denver?
That’s a tough question! I really like Marcos Coal Fired Pizza downtown, as well as LIME in Larimer square. As far as bars / clubs - It depends on the mood. If I am getting dressed up - you can find me at 24k, Suite 200, and my personal favorite - The Jet Hotel & Twenty. If I am just looking for a good time - Bakers St, and Beauty Bar is where it’s at.
What’s the craziest/wildest thing that has ever happened to you?
There is a laundry list. Haha Where do I begin - honestly above everything else - knowing that I deserve death and hell and that I am so much lower than so many other people, but that for some crazy reason - through the eyes of my creator I am something beautiful and worth saving. I don’t understand the idea or concept of real true Grace - it baffles me completely. Knowing that I, by myself am worthless, but with Christ all things are possible. Being saved and redeemed by Christ, stripping me of my shame and guilt to make me whole again is by far the craziest thing that has ever happened to me in my life.
What’s the best advice you have ever been given?
I might have to say it was Tyler Durden in FIGHT CLUB “You’re not your job. You’re not how much money you have in the bank. You’re not the car you drive. You’re not the contents of your wallet. You’re not your fucking khakis.” Haha. Past that, it’s definitely my dad’s advice that I cherish. He always raised me and my brothers to be MEN and not BOYS. I think there is a huge difference there that some people fail to see. Today I see a generation of boys not knowing how to be men. My dad always told us to strive to be MEN. Disciplined, Responsible, Respectable, Tough, Noble, Hardened, and Above Reproach. Society for some reason is taking masculinity and turning it into something dirty and I think that’s horrible. I think that it is actually a huge tragedy in itself.
What do you love most about fashion and
the industry?
I love that there is no right or wrong in fashion. There is shock and awe factor and then there is the idea of what people actually buy and wear. Find the balance - and you have unlocked the most important key of all.
Who or what inspires the designs behind Ruckus Apparel?
I come up with all the concepts and then my amazing team of designers makes them come alive. The concept behind our brand or our key factors you might say are Sexy - Gangster - Athletic. We have been defined before as “GUESS meets Compton High School Football” and “DIESEL’S cousin from the wrong side of the tracks.” Haha I welcome comments like that; I mean who else in the industry do you know that could actually pull off those kinds of descriptions?
Your favorite all time musician/band?
Too many to name. I operate on such extremes; it all depends on my mood. I listen to everything really - HipHop / HardCore / Dubstep / Acoustic / Indie / Techno, etc. I literally listen to everything, well besides Country. I HATE Country music. I think that comes from not liking complainers, haha. Currently on repeat on my IPOD though is Close Your Eyes, For Today, Lydia, and the old Meese ep.
What made you want to collaborate with TUSK?
I wanted to collaborate with TUSK because I enjoy stretching my limits, and breaking out of the mold. A lot of people will tell you that you have to have a niche market and focus all of your energy into that “target audience”. I don’t believe that. I am a very firm believer that there is no such thing as genres - so don’t try and put me in one because i wont fit. We cater to everyone from hustlers to preachers, from Athletes to Artists. TUSK was another outlet for us to prove to people that were not a genre brand - we are a confidence brand. No matter what you do or who you are - if your confident about it - RUCKUS is for you. I have a very high appreciation of the way TUSK magazine is run, so it was a very easy fit and was an amazing collaboration right from the gates. This was an awesome experience and I look forward to working with you guys more!
Where can TUSK readers buy Ruckus Apparel?
www.ruckusapparel.com
Is there anything people often assume about you that is not true?
I think a lot of people think I am unapproachable, but that’s not true. Don’t be intimidated; just come say what’s up.
PHOTOGRAPHER:
Erich Garza:
Erich first took up photography when he was 19. He started out doing strictly band photography. Live as well as promo work is where he began to excel. Starting off shooting local denver bands he quickly shot up the ranks and was shooting national acts such as Korn, Slipknot, Marilyn Manson, etc. He was quickly recognized for this talent and picked up by RockStar Energy for his work at the MayHem Tour as well as AP magazine in 2009 for his outstanding live work at the Denver Warped Tour. At the end of 2011 he wanted to expand his talents and began shooting glam / fashion and began thinking outside of his comfort zone. The end result was unparalleled and a style unlike anyone else in his field in Denver. When he partnered with RUCKUS in January of 2011 things have really began to take off, especially considering he has only been shooting fashion for less than 6 months. Erich and GutterMouth Productions are now known as one of the most Hyped production companies for photo and video when it comes to the Denver Fashion scene.
