Co-founders Justin Feinberg and Sasha Rudes.
Montauk’s buzzy boutique Road to Nowhere specializes in eco-friendly fabrics and versatile silhouettes ready for any adventure. Here, co-owner Justin Feinberg talks sustainability, his partnership with wife Sasha Rudes and their recently debuted Sag Harbor storefront.
Walk us through Road to Nowhere’s history in the East End. What was the initial inspiration behind the store?
We met in the East Village 15 years ago, and after our first visit to Montauk, it quickly started to feel like our second home. We moved here full time in 2020 to pursue a slower, more thoughtful way of life, and a lot of that is reflected in our brand. We draw inspiration from Montauk’s landscape, color palette, and the ebbs and flows of coastal living. There wasn’t any doubt that we wanted our first store to be in the place we call home.
What can we find on the shelves in your boutique?
The first thing most people notice when they see our product is the fabric quality and the color palette. We are meticulous about making sure our fabrics feel amazing, weartesting each one for months. We like to think of our stores as Road to Nowhere concept stores. You will find our bestselling women’s barrel-leg pants and men’s linen shirts along with accessories from our friends and favorite brands—shoes, sunglasses, necklaces, belts, etc.— everything you need to put together a great outfit.
Road to Nowhere’s latest launch showcases 12oz Japanese denim, produced in Los Angeles
How would you describe the brand’s overall style and aesthetic?
We blur the lines of timeless fashion and modern silhouettes with the goal to provide a unique style that feels attainable for everyone who walks through our doors.
Sustainability is such a huge part of your products. Are there any specific practices you focus on?
We think there are a number of ways to approach sustainability, and as a small brand, we are doing the best we can with the resources we have. For us, we really focus on the fabric selection and where we produce. All of our products are made from natural fibers. All of our cotton is organic and all of our linen is produced without the use of pesticides or irrigation. We use things like coconut shell and plant protein for our buttons so they are all biodegradable. From a production standpoint, the majority of our collection is made in L.A. We really believe in the history of L.A. fashion. The rest of our collection is produced in Portugal where there is such a great culture of craftsmanship. It also happens to be one of our favorite countries to explore.
RtN’s second East End storefront in Sag Harbor
Let’s talk location! Why was Montauk the perfect fit for the brand’s first location?
Besides the fact we can get to our store in five minutes? Our clothing fits in really well with the Montauk lifestyle. Our summer collection is filled with garment-dyed linens and lightweight cottons perfect for a night out, a nice lunch or a casual beach bonfire. With so many people visiting Montauk from NYC, we can typically send someone home with an outfit for the weekend and an outfit for the city.
What does it mean to be building the brand with your wife and cofounder, Sasha?
We complement each other so well, but add value in very different ways. Sasha leads the creative, and I focus on the business side of things. We can’t imagine building this brand any other way. So much of our personal style is invested in the brand that it feels like another child for us (and might take up more time). We never run out of things to talk about and it’s been fun to share our small wins with each other.
Are there any new products you are excited about for summer?
We launched denim for men and women this year, which we are really excited about. Sasha comes from a long lineage of denim—her grandfather was a garmento selling denim fabric in the Garment District of Manhattan. Her father launched his own premium denim brand that took him to Los Angeles in the 1980s. Sasha grew up immersed in all facets of the L.A. fashion industry, and it’s been fun to come full circle continuing the family tradition.
shop men’s and women’s clothing in store.
Anything else you would like to buzz for the summer?
We opened a second location! We were spending a beautiful October day in Sag Harbor and came across a dream location that just happened to be up for rent. We love the history and culture of Sag Harbor and it felt like a natural place for another RtN home. We also wanted a store we could keep open year-round. Come by and say hello! Multiple locations,roadtonowhereclothing.com
