WHO'S IN TRANSIT: EPOCHA

photo credit | Simon Pheonix

"You know DeepEllum is rich in African American history.  It was a place where people were free to enjoy themselves without having to adhere to any laws that were being enforced by Jim Crow.  It actually was a red light district. After work many African Americans would catch the train on central track down to Deep Ellum to eat, drink, shop, and listen to blues amongst other things.  It was one of Bonnie and Clyde's favorite hangouts, because no one would think to look for them in the Negro part of town.  It's from this that the name Deep Ellum was actually derived.  
Elm Street was always known for its retail shopping largely because of Neiman Marcus.  So if you came to Dallas and you wanted a retail shopping experience you had to go to Elm St, that is unless you were "colored".  Minorities weren't permitted to go to that end of Elm St. where Neiman Marcus was located.  So if you were in fact colored you had to shop on the other end, which was referred to as "Deep Elm St."  Add a little Texas southern twang and drawl and “Elm” soon becomes “Ellum” hence the moniker Deep Ellum.  Having Epocha here is my homage to those people." says Brandon Ayala, owner and proprietor of Epocha men's boutique.

photo credit | Simon Pheonix

I realize this is a strange way to start a feature about Dallas’ newest men’s sneaker boutique but to truly grasp the concept of the place you have to understand the mind from which it came.  Brandon is an extremely proud Dallasite who not only embraces its culture but is looking to enhance it.  When I said I wanted to feature him and his store for the blog I expected to come in and talk about dope sneakers and other exclusive apparel that he was going to be offering in his shop.  I never anticipated that I would be getting a historic telling of the city in which I inhabit and love.  Brandon accrued this knowledge-base strictly because of his love for Dallas. A love that rivals my own (and that is hard to do).  Usually in my features I tend to ask the subject's opinion on the city and what it means to them but with Brandon it's integrated into who he is and that played a large part in what led him to his latest venture.  He's been a DJ for the last sixteen years dealing in nothing but vinyl.  He's put on various landmark events for the culture of Dallas whether it's starting "The Get Right" party that went on for three and a half years at the now defunct ZuBar on Lower Greenville or bringing in world renowned DJs to put on special events.  

photo credit | Simon Pheonix

Brandon was born and raised in El Paso but he has been in Dallas since 2001.  “Dallas has adopted me.  I love El Paso but my heart is here, especially Deep Ellum.  It means a lot to me.  The friends I’ve made here and the people are one of a kind,” he says.  It was those friends who encouraged him and helped bring Epocha to fruition. Verum Clothing’s own Freddy Durán (close friend of his) makes the arrangements and makes further introductions to other friends like Benjamin Lewis and Caleb Kirkland from LostAngles who participated over Epochas design, concept, and helped to make the shop aesthetically appealing to the eye.  They designed one-of-a-kind fixtures like the unique wall with which the products are displayed.  Caleb’s a creative director in the design firm responsible for all those “BIG” (pun intended) B and G letters around the city you’ve been standing between and taking pictures with and the design of the Chino Chinatown restaurant in Trinity Groves.  Based on their collaboration Lost Angles will be presenting the grand opening on May 3^rd  and will have a pop-up shop in front of the store.  So either Brandon has friends in high places or he has built authentic relationships with people that based on his character alone they would help him get a shop together that he only conceived in his mind two and half months ago (that’s right…two and a half months!).  Based on the little time that I’ve got to know him I’m inclined to think the latter. 

photo credit | Simon Pheonix

“So why this, why now?” I ask.  “Because of music, art, and fashion it all lead to this.  They go together, they are intrinsic in nature.  When I was really into DJing it allowed me the opportunity to travel extensively in the US and I love to travel.  So the first thing I’m looking for when I get to a certain town is the sneaker boutique, the art gallery, and the record store.   I hit New York or L.A. at least once a year and there are just certain spots I have to hit when I go there and I wanted to bring that here.  I’m not the first person to try this.  There have been others in the past whom have done what I’m trying to do.  The reason I feel confident in trying to do it now is because I’ve seen a change in Dallas.  You have to realize in comparison to other big cities like New York and L.A. Dallas is a baby.  The last 10 years have been our pre-teen years and it isn’t until this year that Dallas has come to terms with its identity and it’s comfortable in it.  Five years ago you had kids wearing L.A. Dodger hats, Yankee hats.  Where are the Cowboy hats? Where the Ranger hats?  I got tired of seeing kids wearing L.A. or N.Y.  I want them to adopt something of their own. But now Dallas has grown into its shoes and it is creating its own niche.  So now something like Epocha can be successful.  Epocha is Spanish for the word “Epoch” which is a time chosen as the beginning of a new particular era.  The Aztecs had its epoch, the Native Americans had their epoch, the United States is having its epoch.  I feel we have reached our epoch here in Dallas’ which is why I chose that name.” He says

photo credit | Simon Pheonix

The same passion in which he speaks about the city he speaks about the shop and the products he carries.  “I want my customers to get the most for their money.  I carry exclusive, quality timeless pieces that won’t go out of style in six weeks.  I want to be able to wear whatever is in my shop five to ten years from now." he says.   Brands the shop carries (as of right now, more to follow) include Asics, Pony, Saucony, Verum, and ICNY.  For the grand opening the store will be selling limited edition t-shirts and hats.  The hats in particular have a little bit of history to them too.  They are hand made here in the U.S. by a company called Ebbet’s Flannel Vintage, which is the same company that manufactured all the uniforms for Negro League Baseball. “This establishment is for gentleman who just so happen to like sneakers,” he says.  It’s a destination store, offering a completely different retail experience so when tourists visit Dallas this is where they will come.

“Epocha is strictly for the love of Dallas.  It is for Dallas by Dallas” he says.

And we are truly grateful…