Good as Gold

1. Tell us about yourself!

I’m Ruben, I’m a dad, a husband, the founder of GAG, craftsman, designer, creative, buyer, accountants guy, salesmen, toy collector, t-shirt lover, bulldog owner and positive vibes spreader… If I get time off from working on GAG I like spending time outdoors and snowboarding in the winter.

2. As a Wellington local, what can you tell us about our new hometown?

I love Wellington, I grew up here and like how quick and easy it is to get around. If you’re headed to a cafe, restaurants or outdoors everything is within a half hour drive, or a quick walk. It’s a small city which creates a village mentality where most people look out for each other and are really friendly.

3. Good as Gold has been a Wellington institution for nearly 20 years... What have you learnt in that time?

I’m always learning, I never imagined GAG would have been around this long and we are just a bunch of great people trying to do our best in an ever evolving fashion/streetwear world. Our goal is to bring together the best brands from around the globe to present a unique curated selection of goodness. We hunt far and wide to bring products of the highest quality, while providing the best service humanly possible which is a constant learning curve of mistakes and improvements. I’ve also learnt that small is good and that the constant push to grow and expand is not what suits me or GAG. I like being a small local boutique.

4. What's changed in that time?

Social media. I love meeting people in person and sharing a drink while taking shit. GAG is still a hub to meet people which is great, but in general venues, bars and shops are not as social as they used to be. More and more people are hiding behind their screens, we all need to get out from behind our phones and look up into the real world, myself included.

5. Any intention for this year?

I don’t have any big plans for GAG. We have just moved to our new location at 20 Bond Street which i’m super proud of. I want to just keep maintaining and improving the GAG experience and brand offering. I also want to spend more time with my family, working harder, but working less.

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