Reuben was raised in Virginia Beach, Virginia. At an early age, he discovered his love for style and fashion. Upon graduating he attended Norfolk State University pursuing a degree in Art & Fashion Design and relocated to New York in 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 clothing is manufactured in the New York in efforts to promote and preserve the New York Garment District.