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Designer Chris Leba has taken tangible steps toward expanding his denim brand R13, founded in 2009. Opening up a location on 34 Howard Street, [R13](https://www.r13denim.com) is to be worn by creatives who crave life in its purest, maddening form. The underground culture is on the uprise to flip the ways of our country upside down— on a surefire path to take over. The new space is a physical reflection of the collections, offering customers a memorable shopping experience in an elevated space with minimalist design. Featuring exposed brick and concrete, LED screens, and five modular racks— the space is a true reflection the underground designs within R13’s brand as a collective. **How would you say R13 fits into the underground culture of America?** I believe the authentic view is that R13 is a luxury fashion house that celebrates and is inspired by the underground culture of America. I think what’s important is that we have to be respectful of the authenticity of the underground culture and at the same time be true to who we are as a luxury fashion house. **How does the new physical space at 34 Howard Street reflect the spirit of the brand?** R13 is all about self-expression. The store is really a smash up of all the things that I love in my past retail experiences over the course of the last 30 years. I came to New York City in the late 80’s and one of the first stores that I fell in love with was the first Commes Des Garcons store in Soho- it was minimal, raw and industrial. That unforgettable experience has always stayed with me. In the 90’s, Helmut Lang opening his NY flag ship and I also fell in love with its minimal and gallery like approach of showcasing clothing. I was also inspired by two of my favorite architects. John Pawson for his extreme minimal vision, and Tadeo Ando for his very industrial and strong aesthetic. I took all these elements to Leong and Leong and we work together for over a year on how to mix technology and my favorite cultural influences of today into a retail space that is timeless yet relevant. **What is the importance of the minimalist design within the space?** I wanted to create this push and pull between the energy of the brand. You have the hustle and bustle of the city with a minimalist environment that I always find calming and peaceful.  **Where do you pull creative influence from when designing for certain collections?** For me 95% of the time I am inspired by things that are authentic by nature, whether it be from a cultural perspective or a product perspective. I can be inspired by the Punk era, Grunge era or something as simple as a pair of 5 pocket jeans. **What is the most exciting factor of being able to showcase and sell clothes from R13 in a physical space?** I think that it was critical for us to create a space where our customers can come and really be immerse in the full breath of everything that we do. With our Soho store I wanted to create an innovative shopping experience — an elevated yet minimalist setting in line with our brand’s DNA. **Where do you see the trajectory of this “Other America” heading? Is it about more than just fashion and design to you?** The Other American is an archetype that has and will always exist. I see myself as part of the “Other America” and I will always express the brand through that POV. **Where do you see the future of R13 heading in upcoming years? Are you planning on expanding further, physically?** R13 is coming up on celebrating our 10-year anniversary so we want to just take a moment to celebrate that. Right now, it’s all about us learning and fine tuning our retail store concept before we start thinking about expanding into having multiple retail locations. **It appears to be as though anyone who wears R13 looks effortlessly cool. What type of person is the ideal R13-wearer?** I’ve always had a vision that the R13 customer would be someone who is strong, natural, unpretentious, creative and edgy. And that’s exactly who they are, a cultured and sophisticated rebel.  R13 is now open at 34 Howard St, New York, NY‎ - ‎ 11:00 AM – 7:00 PM * * * Photos courtesy of R13