Road to Nowhere: A Sustainable Fashion Brand Paves the Way to a Better Footprint

Road to Nowhere is an eco-conscious clothing brand founded in 2021 by husband-and-wife duo Sasha Rudes and Justin Feinberg. The concept was born of their desire for versatile, sustainable travel wear while traveling. Rooted in Montauk and Kingston, NY, the brand focuses on comfortable, high-quality, and ethically produced unisex apparel that bridges the gap between coastal living and adventurous wanderlust.

Partners in business and in life, Sasha and Justin each bring a wealth of combined talent and industry savvy to the brand. Sasha has extensive experience in the fashion industry and handles design, while Justin provides the Marketing and Technology expertise. Together, they’ve created a “slow fashion” brand designed for comfort and durability, using natural materials like organic cotton and Japanese denim, tailored for individuals seeking a relaxed yet elevated everyday style.

We caught up with these two recently to find out how Road to Nowhere started and how it’s going. Read below to learn more.

INSIDE+OUT: Every brand has an origin story. What was the moment when Road to Nowhere shifted from an idea into something you knew you had to build together?

Justin Feinberg: It’s actually shifted from an idea to execution very quickly. We had recently moved back from living in London for 3 years and spent 2 months in a campervan through New Zealand and Australia. We were down in Costa Rica on a surf trip, walking the beach one morning, talking about our new life back in the States, and reflecting on what we thought was missing from all our travels. We came up with the loose idea for a clothing brand then. Sasha asked me what I’d call it. I said Road to Nowhere?

Sasha Rudes: I said if you can trademark the name, I’ll start a business with you. Justin called a lawyer the next week, and I started booking fabric appointments. It took us a few years of development through the pandemic until we actually launched our first collection, but that was a jumping-off point.

Your lives and your work feel deeply connected to place. What drew you to the Hudson Valley, and how has living here shaped the way you think about style? How is the upstate customer different from the Montauk or Sag Harbor customer?

Sasha Rudes: Though we currently live in Montauk, we’ve really fallen in love with the people, the architecture, and the history of Kingston. We’ve always been torn between countryside and city, and Kingston feels like it gives us the best of both worlds.

Justin Feinberg: Before we even considered a store as a possibility for us, we showed our collection at Field + Supply. That was really the first “aha” moment when people touch our clothing and feel the quality; there’s a strong reaction. We quickly fell in love with Kingston after 2-3 trips a year. When a store we were wholesaling to in Kingston decided to pursue new opportunities, Sasha and I looked at each other and said, “Should we!?” We took over the lease a month later. If it was going to be anywhere upstate, it would be Kingston.

Your clothing is designed for real life – travel, movement, and spontaneity rather than occasion dressing. How would you describe the philosophy behind the brand?

Sasha Rudes: I want to create clothing people wear not only every day, but for memorable moments, often when on vacation- those pieces they always reach for. I start the design process with fabric. I come from a fashion background and wanted to create clothing in cool silhouettes that I like wearing, but in comfortable fabrics. I couldn’t find that in the market. Sometimes fashion compromises comfort, and I didn’t want to do that anymore.

Justin Feinberg: I think one of the things that drew Sasha and me together is our shared love of hobbies/activities. Whether travel, skiing, surfing, music, taste in beer/whiskey. We kind of like all the same things. So when we started designing RtN, it was really a question of what’s missing from our closets? What type of things do we like to wear for the places we like to go? We’ve been happy to see that some people agree with us!

You both come from creative backgrounds. How did your individual paths lead you to fashion, and what perspectives do each of you bring to the design process?

Sasha Rudes: I grew up in the industry with my father manufacturing in downtown LA. I studied art, but ultimately found myself back in fashion working as an art director before starting RtN. I do think all the time I spent around color while studying art has had a big impact on RtN’s color palette.

Justin Feinberg: Sasha very much leads the design process as Creative Director. I bring an analytical approach to how we merchandise a collection and the styles we might be missing. Once it gets to color, details, and fabric selection, that’s all, Sasha.

Sustainability can mean many things today. What does responsible design look like for you in practice – from materials and production to longevity?

Sasha Rudes: I tend not to follow trends and try to design pieces that will live in your wardrobe for a very long time. Quality fabric and timeless yet unique designs are the cornerstone of RtN, and I believe that also lends itself to sustainability.

Justin Feinberg: For us, we’ve leaned into only using natural materials. If a fabric has plastic in it, we toss it aside. So when you come into our store, you will see a lot of cotton, linens, and wool. We’ve started to play around with beautiful Tencel this season (made from wood pulp).

You’re partners in business and in life. Which strengths do each of you bring to the collaboration, and where do your differences make the work stronger?

Sasha Rudes: Justin knows technology isn’t my strength, being a creative. He is always looking at ways to optimize the business through technology, which is something I haven’t experienced much in my career but have grown to really appreciate. Justin is “big picture”. I am the “little details”.

Justin Feinberg: I think we couldn’t be more opposites here, and that’s why it works. Sasha is effortlessly creative in all aspects of life – painting, interior design, and of course, fashion. I spent a decade in tech with a small stint in finance.

Building a fashion brand is both romantic and relentless. What has been the most surprising challenge  – and the most rewarding moment so far?

Sasha Rudes: The most rewarding moment is seeing our customers come back year after year, whether in-store or online. I love seeing the reaction when people put our clothes on and feel confident and cool. Clothing is emotional and such a large part of how we present ourselves to the world. It’s great to be a small part of that.

Justin Feinberg: When we decided to launch the brand, we didn’t think twice about launching men’s and women’s at the same time. The idea was so much about the partner and shared experiences with someone. I think that’s pretty unusual. Most brands start with one gender and then move into the other. In hindsight, we probably didn’t think that everything costs twice as much. Models, samples, wholesale shows, production, etc. But I think that early effort has paid off. Our business is pretty split between men and women. We love being able to sell to the entire family. We both get to wear the clothes. Wouldn’t have it any other way.

The Hudson Valley attracts people looking for a slower, more intentional way of living. Do you think fashion changes when life changes – and how does that mindset show up in your designs?

Sasha Rudes: We made the transition out of the city for those exact reasons. Our environment and where we live are such a big influence on our brand.

Justin Feinberg: If there were an award for most comfortable collection, I think Road to Nowhere would at least be in the conversation! If we wouldn’t be comfortable wearing it, it usually doesn’t make it into our collection. We’ve really tried to toe the line between being elevated and comfortable at the same time. How can you look put together while also feeling like you could be put to bed?

Road to Nowhere feels rooted in travel and movement. When you’re packing for a Hudson Valley escape, do you approach it strategically or instinctively – and is there a “hero” piece from your collection you always reach for? More broadly, if Spring in the Hudson Valley had a dress code – more a feeling than a look – how would you describe it?

Sasha Rudes: I am always pretty instinctive when I pack to visit the places I love. For me, the hero piece I always reach for is one of our denim shirts of the season. Our Riley Cropped Western for SS27 can be worn on its own or open over a tee, and the River Pant in Canvas, which is a great day-to-night pant.

Justin Feinberg: For me, I like to lean heavily into an assortment of tees, like our Tyler tee, with a few strong jackets/overshirts. That way, I can pack minimally while not feeling like I am wearing the same thing every day. Our Pilon pant is my go-to.

First warm weekend of Spring: Where are you headed upstate, and what pieces from your line go straight into your bag?

Sasha Rudes: We’re heading to Kingston. Maybe going to visit our friends in Accord. Sonya slip dress in denim Jacquard with our Iggy Jacket in Canvas. It’s put together, but also casual enough for whatever setting we find ourselves in.

Justin Feinberg: Harbor Drawstring, back to a Tyler tee.

A slow river day: fly fishing, reading, maybe a brewery at golden hour. How would you style that effortless outdoors moment?

Sasha Rudes: Pilon Pant in Denim, back to our Nya Crop shirt – easy and comfortable while still being stylish.

Justin Feinberg: Grab either the Harbor pants or Bali Drawstring; those are the pants that can take you all day in summer heat in multiple locations.

A romantic weekend at a cozy upstate inn: fireplaces, long breakfasts, nowhere to rush off to. What does spring romance look like through your designs?

Sasha Rudes: Sonya Slip Dress in Origami with the matching Cassidy Western shirt, both in the softest Lyocell and perfect for a romantic getaway that can take you from day to night. Belt it for dinner to dress it up and give you a waist.

Justin Feinberg: Rio Shirt, back to our Tonga linen pants, both have a relaxed fit yet polished look, so you can stand out from your partner, but also feel like you’re in pajamas.

Gallery hopping in Hudson or Kingston followed by dinner that turns into a late night: what’s the perfect go-anywhere weekend outfit from your line?

Sasha Rudes: Blake Blazer in Striped Herringbone, back to the matching pants. Love a set to stand out for a fun night out on the town that can take you into the early morning hrs.

Justin Feinberg: Our Skye Trouser is lightweight, incredibly comfortable, and a little more formal than a pair of trousers, so it shifts effortlessly from day to night. I would pair it with an Accord linen button-down.

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Photos courtesy of @roadtonowhere_clothing and Michael DeTemple @mikeydetemple

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