Catching Up with Reuben Reuel, Designer of Demestik

When Reuben Reuel began designing clothes, he feared failure above everything else. This past month, he dressed Beyonce—again. 

Reuben is the owner and designer of Demestik, a clothing line characterized by bold African prints, architectural patterns, and soft, supple cotton fabric. Like so many successful people, Reuben struggled with breaking out of his comfort zone, meeting his fear of failure, and learning that he was equal to it. He’s also one of our Cotton Makers, small business owners who create with cotton, who have inspiring personal journeys, and who have shared their stories about taking risks to achieve success. We spoke to Reuben again so he could share some words of wisdom about stepping out of your comfort zone and remaining confident in one’s talent.

Watch Reuben’s Cotton Makers video, read his words, and shop his inspiring creations below.

What was your biggest fear when starting Demestik?

My biggest fear when starting my business was the thought of failing. I always asked myself “What if I fail?” But after a while I stopped asking myself that question and starting asking myself, “What if I don’t start?” I’ve realized that DOING is the most important part of any plan; just DOING, starting, and beginning.

Was there a specific moment or turning point when you knew this was what you wanted to do for a living?

I knew that being a designer was a passion of mine and would eventually be my occupation when I started to learn how to sew. I had a real desire to understand clothing construction from the inside out. I have a true love for clothing and how it makes people feel when they wear them.

What does “creation” mean to you?

My motto is “Live to Create, Create to Live.” Creation means doing the work, expressing oneself through art. Creation is taking something and turning into something brand new.

“Stepping out of your comfort zone” is a frequently-used phrase. What does it mean to you?

“Stepping out of your comfort zone” means doing things that aren’t necessarily easy, reaching for goals that may take time to achieve, and doing things out of the norm.

My motto is “Live to Create, Create to Live.”


What was your proudest moment as a creator?

My proudest moment as a creator was knowing that I could make a living and also employ others. It’s gratifying knowing that there are people who believe in my brand and vision and willing to go in the trenches with me.

What does it mean to you to have Beyoncé, someone with huge cultural significance and influence, wear your clothing?

To me, having Beyoncé wear my designs has so much meaning to the strength of the brand, Demestik. To be able to connect with so many different women through fashion has always been one of my missions in this business. My designs make women feel and that makes me proud as a designer.

What’s your ideal comfortable moment?

Being in my bed is my most comfortable moment.

What advice would you give to someone looking to start their own business?

Be patient, be diligent and remain focused on your purpose. 

My designs make women feel and that makes me proud as a designer.

Even though he’s now dressed one of the biggest names in the world, Reuben remains focused and humble. He’s dedicated to his mission to make women who wear his designs look and feel great about themselves, because he understands that confidence often comes from our clothing and from how we choose to express ourselves.  Finally, Reuben shared his thoughts for the future, for himself and his brand: 

"I don't know what the future holds, but I am in a steady path of growth in business. I'm just enjoying the spontaneity of this journey. All I can say is stay tuned!"

We definitely will! 

You can shop the new line from Demestik by Reuben Reuel below and in Shop Cotton. Follow Reuben on Instagram.

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