Earlier this week I shared a menswear inspired lookbook of pieces from Ajax Shoppe, an expertly curated gem in Little Italy, San Diego. “A shop for the design conscious,” Ajax carries garments, gear and sounds that you’d be hard pressed to find elsewhere – their lineup spans the globe. I chatted with the founder of Ajax Shoppe about his style philosophy, where he draws inspiration, and why doing your own thing among the naysayers is always a good idea.
Tell me a little about Ajax Shoppe.
Ajax Shoppe is a men’s lifestyle shop. We carry audio equipment, garments and gear that we feel is essential to the design conscious man… someone who appreciates the story as much as the design itself.
What inspired you to start Ajax Shoppe?
When you travel to cities like Japan, London, NYC you see great shops for men which was sort of missing here in San Diego. We wanted to try to recreate a little slice of that experience.
Who is the Ajax Shoppe man?
A person who is design conscious, cares about quality, and always looking for cool new things to express their style. 
How do you go about curating pieces for Ajax Shoppe (what is your process for finding/choosing designers and brands)?
We typically try to meet with potential partners and build a relationship to get a feel for the company and people we are working with. One of our biggest concerns is quality, so we like to handle the product and try it out to make sure its up to our standards. We also look for a good story behind the brand… the passion that goes behind creating their product.
What does style mean to you? How does Ajax Shoppe help people discover/express their style?
Style should mean expressing yourself and dressing in a way that conveys your personality. Our sales associates build a relationship with their clients to help them build and express that style from the bag they carry, headphones they wear, stereo they listen to or the shirt they wear.
3 wardrobe items every man should own?
Tailored suit, good pair of jeans, and a nicely fitted button up.
Ajax is located at “The Space” in Little Italy, which includes other retail boutiques, a barbershop and a coffee company. What about this environment appealed to you?
Having a fun mix of small businesses has a great atmosphere to it. In this space we help each other out by promoting each other and creating a relaxed place to be in. We all aim to create a unique experience for our customer. 
Favorite quote or personal mantra?
We use “Illegitimi non carborundum” as part of our branding. We love the idea behind the meaning… to do your thing without worrying what others think… or to not let negativity hold you back… it was what we needed to hear when we decided to open the shoppe.
Which designer or product line would you love to collaborate with?
Jonny Johansson actually shopped here a little while back and we were super excited to learn who he was… that would be an amazing collab!
Where do you find inspiration, or who is your style icon?
First, it’s super hard not to be inspired when traveling…each city/country can offer such a rich and diverse cultural experience it’s impossible not to come back with ideas. Another source of inspiration will always be music… that is why we really feel the way you experience music is so important. We feel each tube amp, speakers or set of headphones offer a different experience in the way you interact with your music. We are not an “audiophile” store but we want to offer a better quality then most are use to… we feel that you sometimes need that analogue system in such a digital and rigid world (that is what we mean by “warm sounds”). 
What advice would you give to someone hoping to follow in your footsteps?
Work hard and surround yourself with people you trust.
What is the hardest lesson in business you’ve learned?
Not everything goes as planned but if you keep your nose to the grindstone you can bust right through those problems.
How do you differentiate your brand in such a vast market?
Its hard to find fun and new interesting pieces, especially from smaller companies, here in San Diego. We want to bring in amazing pieces from all over the U.S. and the world to show San Diego what is out there. 
Stranded on a desert island – what cocktail would you take with you?
Old Fashioned
What’s next for Ajax Shoppe?
We’d love to expand and open more shoppes… you never know…
Ajax Shoppe is open Mon-Sat from 12-7pm and Sun from 10am-5pm. Follow Ajax Shoppe on Instagram for more style inspiration.